Mondelēz International’s Cadbury and MCoBeauty collaboration – overview
- Cadbury has partnered with MCoBeauty on chocolate and beauty products
- Collaboration centres on new Cadbury Dairy Milk Watermelon chocolate bar
- Beauty range includes lip treatments, palettes and cosmetics sets
- Brands aim to drive consumer engagement through unexpected partnerships
- Launch reflects growing cross-category collaboration trend across consumer brands
Mondelēz International has joined the collaboration craze.
The confectionery and snacking giant’s biggest brand, Cadbury, is teaming up with Australian cosmetics brand, MCoBeauty, to launch Cadbury Dairy Milk Watermelon.
Inspired by MCoBeauty’s Watermelon Glow range, the new bar is accompanied by a chocolate-inspired beauty collection that’s said to capture everything playful and irresistible about Cadbury in cosmetic form.
“We’ve always believed beauty should be fun, accessible and a little unexpected,” says Lucy Robinson, head of marketing at MCoBeauty. “So when the opportunity came to bring the iconic Cadbury Dairy Milk experience into beauty, it was an easy yes.”
Cadbury x MCoBeauty range:
- Cadbury Dairy Milk x MCoBeauty Watermelon Chocolate Block
- Cadbury Dairy Milk x MCoBeauty Gift Box containing an assortment of mini chocolates
- MCoBeauty x Cadbury Eyeshadow Palette
- MCoBeauty x Cadbury Cadbury Dairy Milk Lip Peptide Treatment
- MCoBeauty x Cadbury Icons Collection containing lip treatments, mascara, liner, pressed powder and a setting puff.
“Our latest Cadbury collaboration with MCoBeauty is designed to spark conversation, fuel discovery and create new ways for consumers to engage with the brands they love,” says Katrina Watson, ANZ director of chocolate and meals at Mondelēz International. “We’re proud to have created something joyful and disruptive together and we can’t wait to see how consumers respond.”
Collaboration trend
The partnership follows similar cross-category collaborations, including M&M’s x NYX, and highlights the growing trend towards brand partnerships that blur the lines between food, beauty and lifestyle.
And the collaboration craze doesn’t end there. We’re increasingly seeing confectionery brand mash-ups, with Reese’s x Oreo, Aero x Milkybar, Flipz x Dunkin’, and Ritter Sport x Haribo join forces in the last year alone.
What’s more, with their proven success in boosting brand visibility, engaging younger audiences and generating excitement through limited-edition launches, we expect the trend to continue.
Cadbury x MCoBeauty
Cadbury x MCoBeauty is available to consumers across Australia, and opens the door to similar opportunities worldwide. So, who'll be next?
