How Cadbury Reclaimed Indulgence
Mondelēz partnered with Cartology to launch
Cadbury & More, executing a cross-category strategy that captured pre-family Gen Z and Young Singles and couples.
Loyalty sales uplift
Unit growth
Customer growth
The Background & Objectives
Mondelēz set out to launch Cadbury & More in New Zealand as a premium platform that reclaims chocolate's declining share in indulgence snacking.
To establish the launch, the campaign targeted pre-family Gen Z and Young Singles/Couples to shift customers from ice cream and soft drink categories, drive product trial and expand market share across Woolworths stores and online.
Intercepting Customers Out of Aisle
While mainstream chocolate was losing share in the indulgence snacking occasion, first-party insights identified untapped growth among Gen Z and under-35 buyers who were seeking elevated, multi-sensory treats.
Checkout basket insights revealed this key target cohort over-indexed across 46 urban Woolworths stores, representing 30% of their customer base while customer penetration data identified target shoppers frequently shopping outside traditional confectionery aisles, favouring Biscuits, Soft Drinks, and Ice Cream for their indulgence fix.
The Solution
Mondelēz co-created an omnichannel cross-category launch strategy with Cartology , intercepting high-intent customers in high-traffic impulse zones before they reached the confectionery aisle.
Cross-Category Engagement
Targeted search banners and floor media across adjacent categories engaged customers, with creative tactfully placed next to key cross-category impulse items.
Immersive In-Store Theatre
First-to-market die-cut half-bay dresses and custom floor graphics transformed high-traffic store paths into high-converting point-of-sale touchpoints.
High-Impact Digital Integration
Digital shelf placements and category search takeovers drove pre-shop consideration with targeted eDM's sent to GenZ customers.
The Results
The high-impact NPD launch turned trial barriers into immediate purchase velocity, driving a +26% lift in loyalty sales and a +45% surge in total volume sold.
Named Best NPD Campaign, Mondelēz International’s activation set a new benchmark for cross-category expansion:
Sales & Volume growth: Delivered a +26% lift in loyalty sales alongside a +45% increase in total units sold during the 4-week campaign period.
Category-Leading Customer Expansion: Total customer growth skyrocketed to +41% outperforming the wider sub-category.
Powerful Acquisition: Recruited over 36,000 young customers, with 26% of buyers completely new to the Cadbury Block portfolio, and 20% brand new to Mondelēz.
Sustained Trial & Multi-Flavor Penetration: Achieved strong repeat engagement with 20% of baskets containing 2+ items and a 19% repeat customer rate.
