Mondelez combines Oreo and Cadbury Dairy Milk

Mondelez is combining its Oreo and Cadbury Dairy Milk brands for the first time to launch a new chocolate bar.

CadburyDMOreoPicone
Newly formed snack business combines power brands Oreo and Cadbury Dairy Milk for new chocolate bar.

The Cadbury Dairy Milk with Oreo chocolate bar goes on sale today (8 October) and contains a creamy filling with chunky pieces of the cookie-based snack.

It is is being backed by a digital campaign that will target the 1.3 million social media fans of Cadbury Dairy Milk and the 1.5 million for Oreo as well as spanning the chocolate maker’s long-term communications platform Joyville.

The global snacks business, which was formerly spun off from its North American grocery counterpart last week (2 October), says it aims to boost sales over the festive period with the launch. It cites its chocolate business, which accounts for 27 per cent of the company’s sales, as key to delivering growth during its first year of trading.

Matthew Williams, marketing activation director at Mondelez International, says: “Combining these two extremely popular brands to create Cadbury Dairy Milk with Oreo seemed like a natural fit and offers an exciting opportunity for retailers to help boost sales and capitalise on the phenomenal reputation of each brand individually.”

The venture marks the second cross-brand product to launch in the UK from Mondelez since the start of the year. In January, the business unveiled plans to rival Nutella in the breakfast spread market by combining its Cadbury chocolate and Philadelphia Light brands to launch a new chilled chocolate spread. At the time, the company said it would look at other combinations of its core brands to attract new customers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here