Cadbury continues to push Marvellous Creations brand with new TV slot

Cadbury has launched a new $3million marketing campaign as it continues to develop its Marvellous Creations brand in collaboration with Saatchi and Saatchi Sydney.

The push is being led by a 15-second TV slot, out of home advertising and in-store activity with three new “carnival-themed” Marvellous Creations flavours at the heart of the campaign.

The TV ads will run until the end of the year with out-of-home active until October.

The TV ad follows the same Willy Wonka-style format as previous commercials with an “added touch of carnival-themed creativity”.

Packaging has also been refreshed with a design to “increase visibility on shelves”.

Marvellous Creations marketing manager Audrey Green told Mumbrella the brand is targeting the “young at heart” but rejected it was aimed primarily at children.

“The brand has a playful, unexpected character and the multi-sensory flavours appeal to a broad range of consumers,” she said. “Since it launched in 2012 Marvellous Creations has taken off and is in the top 10 chocolate brands which is a big feat for a brand that has been around for only two years.

“We have continued to look at new ways to provide unique flavour experiences and innovations to delight consumers and bring them into the chocolate category.”

The new flavours are Cola Popping Candy, Orange Lollo and Toffee Apple Chew.

The campaign will also include the launch of smaller version of Marvellous Creations.



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