Cadbury to target women with new chocolate countline

Cadbury is launching a new countline called Marble next month supported by press advertising through GGT and new Coronation Street sponsorship credits.

Marble, which has been tested in block format in Australia, is a marbled milk and white chocolate bar with a hazelnut praline centre.

The new “everyday indulgence” bar will be promoted as a women’s brand and female consumers between the ages of 18 and 24 will be targeted with a campaign in the women’s press. Marble-branded sponsorship credits in Coronation Street breaks will be seen by audiences of up to 18 million an episode.

Cadbury points to its innovation in the chocolate confectionery market, using new technology to launch brands and variants such as Fuse, Astros and Wispa Mint. It says the “indulgent sector” of the market, which covers brands such as Wispa Gold, is worth almost 1bn.

Recent innovations from Cadbury include a Christmas confectionery brand, called Chunky, and a boxed chocolate brand for teenagers, called Wicked. Both will launch in time for Christmas (MW April 2).

Cadbury has yet to officially confirm the appointment of Mark Smith as UK marketing director to replace Alan Palmer who has switched to an international marketing role. (MW February 5).

It is understood that Smith, a former vice-president of marketing and technicals for Cadbury Schweppes US subsidiary Mott’s, has been carrying out the duties of the UK marketing director for the past two months.

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