‘Genuinely new proposition’: Cadbury dusts off limited edition ‘Coco’ brand in high-end push

Cadbury has dusted off the name Coco with the launch of a new upmarket chocolate brand it hopes will appeal to those who see chocolate as a luxury.

It is the second time Cadbury has used the name Coco in the Australian market – the first coming in 2010 as part of a limited edition launch targeting ‘women giving to women’.

However, the brand insists the new iteration is an “entirely different proposition” to that, and is launching a multi-million dollar marketing campaign to push the product – including a new TV ad aimed at positioning the brand as high end.

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