Cadbury is rolling out its largest U.S. marketing effort to date with the launch of "There's Magic in More," a multi-year brand platform from The Hershey Company centered on generosity and premium chocolate. The campaign made its public debut at New York Fashion Week, anchored by a collaboration with New York-based fashion label LUAR and media brand NYLON.
The Fashion Week Activation
The centerpiece of the launch is a limited-edition Cadbury Clutch — a Swarovski crystal-covered handbag designed by LUAR Founder and Creative Director Raul Lopez. Only five clutches were produced. The accessory features jewel-tone purple, gold accents, and a platinum-silver insulated interior engineered to keep chocolate cool — a design detail with obvious relevance for confectionery merchandising in warm retail environments. The clutch debuted on the runway at LUAR's Spring/Summer 2027 show on September 14, and appeared alongside NYLON Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa at NYLON Nights on September 11. The clutches are not for sale.
The XL bar lineup anchoring the activation includes Cadbury CARAMELLO XL, DAIRY MILK XL, DAIRY MILK Fruit & Nut XL, CARAMELLO Sweetly Dark XL, and CARAMELLO Miniatures — formats that skew toward the grab-and-share occasion that c-store operators have increasingly leaned into at the candy and snack fixture.
Why It Matters for the Channel
For c-store buyers and category managers, the campaign signals Hershey's intent to invest in Cadbury as a premium chocolate platform in the U.S. market. Premium chocolate has been one of the steadier growth pockets in the confectionery set — a segment where consumers have shown willingness to trade up even as they pull back on discretionary spending elsewhere. Cadbury's XL bar format aligns with the oversized and shareable SKU trend that has driven unit growth in the candy aisle at convenience retail over the past several years.
The "There's Magic in More" platform is framed as cinematic and long-running, with storytelling built around Cadbury's ingredient sourcing and chocolate-making craft. Eric Newton, Director of Premium Chocolate at The Hershey Company, described the campaign as an invitation to share: "The Cadbury Clutch brings that belief to life in a delightfully unexpected way, combining beautiful craftsmanship, delicious chocolate and an irresistible invitation to open it up and share."
A Pay It Forward Sweepstakes, run in partnership with NYLON, gives consumers a route to engage with the platform: nominees who embody generosity can win one of the custom clutches, as can the people who nominate them. The sweepstakes adds a word-of-mouth layer to a campaign that leans heavily on earned media and cultural credibility rather than conventional broadcast spend — a media mix that has become more common as CPG brands compete for attention in a fragmented environment.
For operators stocking Cadbury's XL formats, the campaign's high-visibility debut should support impulse trial, particularly as Hershey amplifies the platform across social and digital channels throughout fall. Category managers tracking confectionery performance at convenience may want to monitor pull-through on the XL SKUs as the campaign gains reach.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
