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Cadbury, marketed in the United States under The Hershey Company, has unveiled its largest US brand campaign to date, titled "There's Magic in More".

The multi-year marketing platform officially debuted through a high-fashion brand collaboration with New York-based fashion label LUAR during New York Fashion Week (NYFW). Central to the partnership is the creation of the "Cadbury Clutch", a bespoke luxury accessory designed to hold and dispense full-sized Cadbury XL chocolate tablets on the runway.

The initiative connects premium confectionery branding with luxury fashion marketing, using cultural events and experiential lifestyle activations to elevate Cadbury's US retail profile and support its large-format sharing tablet range.

Runway Collaboration and Cadbury Clutch

Designed by LUAR Founder and Creative Director Raul Lopez, the Cadbury Clutch is an ultra-limited accessory engineered to integrate confectionery into high-fashion styling.

Only five units of the custom accessory were produced. The design features Cadbury's signature jewel-tone purple accented with gold hardware and hand-applied Swarovski crystals, requiring eight hours of assembly per unit. To preserve the confectionery during events, the clutch incorporates an insulated, platinum-silver interior compartment designed to maintain temperature control for chocolate bars.

The accessory will make its official runway debut during LUAR's Spring/Summer 2027 New York Fashion Week show on 14 September 2026. Ahead of the runway presentation, the clutch is being featured across high-profile fashion week events by NYLON Editor-in-Chief Lauren McCarthy and digital creator Tefi Pessoa.

Raul Lopez, Founder and Creative Director of LUAR, stated that the partnership reflects shared values of detail, quality, and craftsmanship, noting that every element from the silhouette to the crystal application was designed to create an accessory intended to be opened and shared.

Featured Confectionery Portfolio

The New York Fashion Week activation serves as a promotional vehicle for Cadbury's large-format sharing bars and confectionery lines in the US market:

🍫 Cadbury Caramello XL: Large-format milk chocolate blocks filled with liquid caramel, anchoring the runway presentation.

🥛 Cadbury Dairy Milk XL: The brand's foundational milk chocolate recipe formatted in sharing tablets.

🍇 Cadbury Dairy Milk Fruit & Nut XL: Milk chocolate tablets blended with dried fruit pieces and chopped nuts.

🍫 Cadbury Caramello Sweetly Dark XL: A dark chocolate tablet variation layered with caramel filling.

🍬 Cadbury Caramello Miniatures: Individually wrapped bite-sized confectionery formats supporting the sharing range.

To drive consumer engagement beyond the runway, Cadbury and fashion publication NYLON are launching the "Pay It Forward Sweepstakes" on 15 September 2026. The promotion invites consumers to nominate individuals recognised for acts of community generosity, with four of the five custom LUAR clutches awarded to two selected nominees and their nominators.