Kraft Foods has combined two of its power brands to create Cadbury Dairy Milk with Oreo for the UK market.
Available from 8 October, Kraft has combined the two brands to create what it says is a “unique and playful tablet”. The bar contains a creamy filling with crunchy pieces of Oreo cookie coated in Cadbury Dairy Milk.
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The launch will be supported with digital activity to target Cadbury Dairy Milk and Oreo consumers, as well as utilising Cadbury’s Joyville digital platform.
Joyville is Cadbury’s ten-year brand communications platform strategy launched in February this year.
“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,” said Kraft marketing activation director Matthew Williams.
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