‘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.
The ad, created by Saatchi & Saatchi Sydney for the local market, features a woman arriving at a party and catching the eye of a man in a ballroom, before everyone there performs a synchronised dance routine. She then discovers a gold Cadbury tower filled with the chocolate bars and breaks off a square before taking a bite, coupled with the voiceover, “discover the lingering Coco character.”
The woman walks up to a large window and pulls back the curtains to reveal a bright purple light before cutting to a black screen, with text that poses the question: “Where will you go with Cadbury Coco?”
While the previous incarnation of the Coco by Cadbury brand was gift packs sold exclusively at David Jones featuring milk truffles, the new Coco is dark chocolate bars.
A spokesperson for the brand said: “The previous Coco product was an entirely different proposition with different positioning. Coco resonates with consumers due to the link it has to cocoa and thus a nice fit in articulating the brand’s premium chocolate credentials.”
Coco by Cadbury packaging in 2010
New Cadbury Coco packaging
Marketing activity includes outdoor and cinema advertising, social media executions, online videos and in-store promotion, reinforcing the premium positioning of the brand.
Cadbury has also brokered a three-month sampling deal with Virgin Australia and Opera Australia. The new Coco range will be sampled in the Virgin business lounge and at performances of the musical ‘Anything Goes’ in Sydney and Melbourne.
Kate Watson, senior brand manager for Cadbury Coco at Mondelēz International said: “Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life.”
She added: “Cadbury Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits.”
Cadbury Coco is available from September from supermarkets, Big W and Target in individual blocks and gift packs. Favours include Dark Orange and Dark Mint.
Credits:
Creative: Saatchi & Saatchi Sydney
Media: Carat
Danielle Sen
“a limited edition launch targeting women gifting to women.” ??
No, you mean women giving to women.
“Gift” is a noun. “Give” is the verb you’re looking for.
Just as we eat chocolate, we don’t “food” chocolate.
Hi Mike,
You’re right – ‘gifting’ was a word carried forward from the 2010 press release – it’s been changed now.
Cheers,
Alex
“Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits.”
Was this actually said this with a straight face?
“Cadbury Coco is a genuinely new offering for the category from Cadbury”.
Is it? Is it really? Is it not just what everyone else (e.g. Lindt) is already selling?
Cadbury don’t make chocolates they make confectionary.
So judging by this ad, middle aged women will be invited to secret swinging flamenco parties to be seduced by young gay men if they eat Coco.
Discover where you will go. In the trash can I would think.
I hope they didn’t pay too much for something that will sell near zero product.
It’s so different that no one will realise it’s Old Gold dressed up as Lindt. Seriously…
The days are well and truly over when a brand is perceived as luxurious just because there’s an ad set in luxurious surroundings. It reveals a fundamental lack of understanding for how brands work.
Also, hhy can’t ads tell an interesting story every now and then? With a beginning, middle and end. We talk about storytelling, but we’re incapable of telling one.
This is so superficial in so many ways.
And then the token “where will you go with blaeh” at the end.
It’s ad ad for premium chocolate, playing off Coco Channel and fashion look and feel. It does the job of saying ‘this is premium chocolate’ and thus worth paying for for it’s entry into this part of the category.
It’s trying to do a simple job and I think it’s accomplishing it’s task. I’d actually say bravo for keeping the idea so simple rather than mucking it up with RTB’s that don’t really exist. It’ll be wrong if it doesn’t work.
“Where will you go with Cadbury Coco?”
Probably the gym or the dentist.
who is this model on the advertisement and where is dress from,I love it
Will I end up in Lithuania, where it’s made?
Is this product sugar free that’s what’s needed