Cadbury Brings Style to Its Largest U.S. Campaign to Date
The Hershey Co.'s Cadbury brand is bringing its chocolate into the limelight with a limited-edition accessory that takes it down the runways of high style this month. The effort was designed to open consumers’ minds and hearts to the power of generosity while adding some magic to everyday moments.
The "There's Magic in More" campaign marks the brand’s largest U.S. effort to date. The multiyear platform features a collaboration with Raul Lopez, founder and creative director of fashion brand Luar and media brand Nylon, who helped create a crystal-covered insulated handbag — the Cadbury Clutch — to keep Cadbury chocolates cool.
A 30-second spot dubbed the "Department of More" is central to the effort. (See video below.) It brings consumers into the world of ingredient specialists, chocolate makers and taste testers, showing how the brand can turn an ordinary moment into something magical.
The campaign's generosity messaging and XL bar formats (including Cadbury Caramello XL bars, Dairy Milk XL, Dairy Milk Fruit & Nut XL, Caramello Sweetly Dark XL and Caramello Miniatures) are being highlighted in stores. As part of the omnichannel effort — especially in impulse and grab-and-go channels — the formats are positioned as premium, share-size products for gifting or spontaneous purchases.
The Cadbury Clutch debuted at Luar's Spring/Summer 2027 show on Sept. 14, with an additional appearance alongside Nylon Editor-in-Chief Lauren McCarthy and creator Tefi Pessoa at Nylon Nights on Sept. 11.
"At Cadbury, we believe the most memorable moments begin with a simple act of generosity, whether that's sharing a piece of chocolate or going the extra mile for someone else," Eric Newton, Hershey’s director of premium chocolate, said in a statement. "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."
Consumers can take part in the campaign through Cadbury and Nylon's "Pay It Forward" sweepstakes. Two selected nominees and their nominators will receive matching custom Cadbury Clutches. Fans can also share why generosity matters to them on the brand's social channels by tagging @CadburyUSA on Instagram and @CadburyUS on TikTok. The sweepstakes period opened Sept. 15 and runs through Sept. 30.
The effort builds on the brand's heritage, reminding shoppers that its messaging has long promoted generosity, and that Cadbury chocolate can inspire meaningful connections every day. The Swarovski crystal-covered clutch features the brand's signature jewel-tone purple color, with gold accents and individually applied Swarovski crystals. A concealed platinum-silver insulated interior helps keep Cadbury chocolate cool and ready for an unexpected moment of generosity. Only five clutches were created and are not available for purchase.
"Cadbury's focus on quality, detail and generosity mirrors my work," Lopez said. "From the silhouette and color to the hand-applied crystals, every element feels intentional and true to both brands. It is bold and beautifully crafted, but designed to be opened and shared."
The campaign comes as The Hershey Co. projects a 30% year-over-year increase in brand investment to fuel 2026 and 2027 growth, according to Kirk Tanner, president and CEO, at the company's second quarter earnings release.
