Cadbury US campaign puts five crystal clutches on a Fashion Week runway

The Hershey Company announced on 11 September 2026 that Cadbury is starting its largest US campaign so far. The company calls the platform “There’s Magic in More” and describes it as a multi-year one. The material comes from Hershey’s own press release, with additional reporting from Marketing Dive.

Five handmade clutches, none of them for sale

The centrepiece is an object rather than a film. Hershey had five Cadbury Clutches made: jewel-tone purple bags with gold trim, covered in individually applied Swarovski crystals, lined in insulating platinum-silver so an XL chocolate bar stays cool inside. The company says the crystal flap took about eight hours of work. None of the five is for sale.

LUAR’s runway on 14 September carries the bag first

The clutch appears at New York Fashion Week on 14 September, on the runway of the fashion label LUAR. It showed up earlier, on 11 September, at a NYLON event, carried by NYLON editor-in-chief Lauren McCarthy and the creator Tefi Pessoa. Raul Lopez, LUAR’s founder and creative director, said in the release that “every element feels intentional and true to both brands”.

A 30-second spot and a comedy series about an intern

The advertising sits behind the object. There is a 30-second hero film built on a fictional “Department of More”, directed by Tom Dream, and an episodic comedy series for social that follows an intern in that department. Media runs on linear television, online and streaming video, paid social and display. MiltonOne, the Publicis unit set up for Hershey in 2024, works on it with Saatchi & Saatchi New York.

A sweepstakes on NYLON’s site opens on 15 September

From 15 September, readers can nominate someone generous through NYLON’s website. Hershey says two nominees and the people who nominated them receive matching clutches designed by LUAR. Eric Newton, director of premium chocolate at Hershey, leads the brand side. The featured products are the XL bars and Caramello Miniatures.

Scarcity is the media buy here

The pattern is familiar from other platform launches this year, from Mary Kay’s platform rollout across 40 markets to Co-op and VCCP mocking the weekly big shop. What differs is the arithmetic.

Five objects and eight hours of crystal work against a national media plan

Hershey is spending on linear TV, streaming, social and display, and on top of that has produced five bags that generate no revenue at all. The cost of the props is a rounding error next to the media; the editorial coverage they buy is not. Any brand weighing a physical stunt against extra reach can read those two numbers side by side.