Cadbury Dairy Milk’s co-branded range has been boosted with the launch of its Chips Ahoy tablet.
Following on the success of Cadbury Dairy Milk with Oreo and Daim, Cadbury’s is bringing together another two hugely popular global brands in a collaboration that aims to drive incremental sales across the
chocolate tablets range. The new 120g tablet blends chunks of Chips Ahoy cookie with Cadbury Dairy Milk Chocolate. Chips Ahoy is the number one Chocolate Chip cookie in the world, generating $569 million in sales per year in the USA and $816m globally2.The whole co-branded range will be supported by £2m UK marketing investment, including PR, outdoor advertising, digital and in-store activity.
Combining power brands has been successful for the company which claims that Cadbury Dairy Milk Oreo is worth £19.4m and the third best-selling CadburyDairy Milk tablet in the UK market.
The Co-Brand range is not only driving penetration of Cadbury Dairy Milk, but also driving incrementality, with 67% of sales being incremental to tablets and 41% incremental to total chocolat, according to Matthew Williams, marketing activation director at Mondelēz Internationa. He said: “We’ve been delighted with the success of Cadbury Dairy Milk Oreo and Daim, and we’re excited to build on the success with the launch of Cadbury Dairy Milk Chips Ahoy.