Cadbury Roses introduces new and reinvented flavours with new campaign via Ogilvy Melbourne

Cadbury Roses launched in Australia 70 years ago, and over the seven decades since, the brand has continuously evolved to reflect the changing tastes of consumers. Today, Cadbury Roses is excited to share its next phase, introducing a number of new and reinvented flavours, as well as new packaging.

The exciting brand update will be supported by a new above-the-;ine campaign, ‘A Fresh Way to say Thank You’ via Ogilvy Melbourne, featuring creative that has been designed to showcase the refreshed assortment, that has launched, including large format and digital OOH advertising. The campaign will run till Christmas to further cement Cadbury Roses as one of Australia’s most loved and iconic ways to say thank you.

Says Jessica Finger, senior brand manager: “This new evolution of Cadbury Roses reflects the changing taste preferences of consumers and addresses customer’s valid feedback. Our intention is to continue delivering the best experience for lovers of Cadbury Roses, whilst remaining true to the brand.”

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The classic flavours have been reinvented to appeal to today’s consumers by adding more indulgent layers and textures.

An example of this is the classic Peppermint Crème, which has now evolved into Peppermint Crème Crunch, adding the texture our consumers are telling us they want to a classic flavour. Other reinvented flavours include; Hazelnut Crème Crisp, Turkish Delight, Hazelnut Swirl, Caramel Deluxe, Classic Caramel, Dark Mocha Nougat and Classic Milk

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Brand new additions to the range include: White Raspberry, the first ever white chocolate variety in the Cadbury Roses range, boasting creamy Cadbury white chocolate blended with delicate freeze-dried raspberries, and; Vanilla Nougat, a fluffy textured nougat with crispy pieces dipped in Cadbury milk chocolate.

Each of the delectable Cadbury Roses chocolate fillings has been paired with the Cadbury chocolate that complements and enhances the flavours and textures on the inside. Additionally, the shape of each Cadbury Roses piece has been modernised with a more rounded and smooth shape.

As well as contemporising what’s inside the packaging, the Cadbury Roses wrappers have also had an exciting update. In response to consumer feedback, Cadbury Roses has introduced sealed ‘flow wrap’ to lock in freshness and flavour. Now, each Cadbury Roses piece will be sealed fresh to prevent accidental unwrapping and minimise flavour transfer between pieces.

Agency: Ogilvy Melbourne

PR Agency: iD Collective