Cadbury Brings a Crystal Chocolate Clutch to New York Fashion Week for Its Biggest U.S. Campaign

Bringing generosity to a competitive stage

Cadbury launched its largest U.S. campaign to date through a New York Fashion Week collaboration with fashion brand Luar and publication Nylon. To promote its multiyear platform “There’s Magic in More,” the chocolate brand took the idea of generosity into the famously competitive fashion industry. Cadbury is licensed in the U.S. by The Hershey Company. At the heart of the Cadbury campaign is the Cadbury Clutch, designed to carry a chocolate bar for sharing.

Inside the campaign

The Cadbury Clutch

The insulated, Swarovski crystal-studded clutch is inspired by Cadbury’s purple packaging and sized for Cadbury XL bars. It debuted at Luar’s show on September 14, carried by Nylon editor-in-chief Lauren McCarthy and creator Tefi Pessoa at Luar and Nylon events. Only five were made and none are for sale; from September 15, consumers can enter to win one for themselves and a friend.

Hero spot and social series

A 30-second spot directed by Tom Dream introduces the Department of More, where Cadbury employees make sure each bar is crafted with quality ingredients. A sweepstakes invites people to nominate generous people in their lives, and an episodic social comedy series follows an intern in the department. The campaign runs across linear TV, online and digital video, paid social, display and streaming. It was created by MiltonOne, a Publicis Groupe unit formed for Hershey in 2024, and Saatchi & Saatchi New York.

Hershey’s marketing push

Hershey projects a 30% year-over-year increase in brand investment to fuel 2026 and 2027 growth. In January, the Hershey’s brand launched its first major campaign in nearly a decade ahead of the Olympics, and this month it partnered with Katseye to reach Gen Z. Organic sales rose 3.6% in Q2 and six-month organic net sales grew 5.8%, though CFO Steve Voskuil said advertising and other consumer marketing expenses fell about 3% in Q2.

Takeaways for marketers

• Borrow a stage outside your category: chocolate at Fashion Week contrasts generosity with a competitive setting.
• Unsellable limited editions create buzz: five clutches are a storytelling device, with a sweepstakes to invite participation.
• Link hero spot and social into one world: the same department and characters carry the story across TV and social.

For more on Hershey’s Gen Z efforts, see Hershey’s dancing with Katseye on a subway, and compare IHOP’s little-treat campaign to see how snack and dessert brands are speaking to today’s consumers.