This Christmas, Cadbury is capturing the magic of the season with the introduction of an exciting new novelty product, entitled ‘Cadbury Wishes’. The delicious milk chocolate star with bubbly chocolate and truffle centre is part of Cadbury’s partnership with Make-A-Wish Foundation® UK, as 10% of all Cadbury profits for ‘Cadbury Wishes’ will be donated to the charity.
Cadbury Wishes comes with a range of different personalised messages engraved onto a side of the chocolate star, emphasising the special and magical feel of the product, which has an RRP of 59p. Cadbury Wishes has been developed based on consumer insights and feedback, which means it is a true reflection of what shoppers want. The launch will be supported by a £1m campaign featuring experiential, press advertising, digital and in-store activation. In addition, Cadbury Wishes will also be referenced on the back of Selection Boxes.
Another important Cadbury novelty product for the festive season is Snow Bites, the delicious chocolate balls surrounded in a crispy white dusted shell launched for Christmas 2009. Last year it became the number one novelty worth £3m in value sales and brought new shoppers into the category with 37% of volume from new buyers. To drive sales even further this year, the packaging will have a warmer design with traditional festive cues, the description of the product will be more clearly communicated on-pack and the name of the product will stand out more with an eye-catching logo.
For the Selection category, the Cadbury range will feature a slightly updated look from last year, dialling up the traditional Christmas feel and creating a feeling of warmth using colour.
Magical
Last year, Cadbury launched a Magical Advent calendar with the chocolate treats in the calendar getting bigger the closer you get to Christmas. For 2010, the Magical Advent calendar will feature a new design making the increasing chocolate size clearer, emphasising the Christmas feel with a traditional Christmas tree and warm colours, giving it great standout on shelf. Each window will build anticipation and excitement with special messages and countdowns to Santa’s arrival.
Koko by Cadbury was the number one Premium Giving NPD launched for Christmas 2009 and brought new shoppers into the category with 42% of its volume from new buyers and a large proportion of its volume came from shoppers adding it to their repertoire. For Christmas 2010, Cadbury will launch Koko by Cadbury Assorted Truffles – Roasted Almonds, Milk Chocolate and Hazelnut Praline, with an RRP of £3.99 and weight of 195g.
Kate Harding, Trade Communications Manager for Cadbury UK, comments: “Last Christmas Cadbury experienced value growth of +3%, worth £149.8m and maintained its share of Total Christmas at 25% . We are very happy with this performance, particularly the fantastic reaction to Snow Bites, which saw it become the number one novelty in its first year of launch. Given the popularity of Snow Bites in 2009, retailers would be missing out if they did not stock it for 2010.”
In 2009 Cadbury committed to donating £400,000 to Make-A-Wish Foundation® UK over a three year period and this Christmas, Cadbury aims to drive more awareness of the partnership, more visits to the website www.cadburymakeawish.org and more sales, which will all lead to more magical wishes being granted.
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