Cadbury Launches "There's Magic in More" Campaign with LUAR

Cadbury has unveiled a new campaign that brings together style and generosity, launching its "There's Magic in More" initiative during New York Fashion Week. The campaign, a collaboration with fashion brand LUAR, showcases a crystal-covered clutch designed to hold and share Cadbury XL Bars, marking the company's largest U.S. campaign to date.

The limited-edition Cadbury Clutch is a striking piece, featuring jewel-tone purple with gold accents and individually applied Swarovski crystals. Its crystal-covered flap took approximately eight hours to complete, while the concealed platinum-silver insulated interior ensures the chocolate stays cool and ready for an unexpected moment of generosity. Only five of these clutches have been created, making each one a rare reminder of the brand's commitment to sharing.

Raul Lopez, Founder and Creative Director of LUAR, commented, "Cadbury's focus on quality, detail, and generosity mirrors my work. 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."

Cadbury's "There's Magic in More" campaign aims to celebrate the idea that a little more thought, generosity, and chocolate can transform everyday moments into something magical. The platform, a multi-year effort, is inspired by the belief that life's most memorable moments often begin with a little extra thought and generosity.

Eric Newton, Director of Premium Chocolate at The Hershey Company, stated, "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. 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."

The campaign will debut at New York Fashion Week through a collaboration with NYLON and LUAR. The Cadbury Clutch will make its runway debut at LUAR's Spring/Summer 2027 show on September 14, with an additional appearance alongside NYLON Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa at NYLON Nights on September 11.

Cadbury is also inviting fashion fans and chocolate lovers to participate in the Pay It Forward Sweepstakes. Consumers can nominate someone who embodies generosity, and two selected nominees and their nominators will each receive a custom LUAR-designed Cadbury Clutch, with matching clutches awarded to the people who nominated them. Entry, eligibility, and timing details can be found on the company's website.

Through the campaign, Cadbury aims to showcase the company's heritage of bringing a little more to every bite, from its signature creamy chocolate to generous ingredients crafted for sharing. The campaign invites consumers to explore the stories behind the brand's care, craft, and generous spirit, celebrating the idea that moments of thoughtfulness and generosity can turn an ordinary day into something magical.

The campaign represents a significant step for Cadbury in the U.S. market, highlighting the brand's commitment to innovation and collaboration while staying true to its core values. As the campaign unfolds, it promises to inspire meaningful connections and moments of generosity, both in the fashion world and beyond.