Cadbury Launches Bubbly Bar Via Google+

U.K. confectioner rolls out its first new product launched using social media

Published in CSP Daily News

LONDON -- U.K.-based confectioner Cadbury unveiled a new chocolate candy bar--Bubbly--via social network Google+. "Remember this moment: the first time Cadbury revealed a new product on Google+," the company posted. "The delicious new Dairy Milk Bubbly, available with milk or white bubbles, will be the first of many we hope!"

The bar's wrapper is Blippar enabled, so consumers can access extra content using the "augmented reality" smartphone application, reported ecoconsultancy. Blippar--a free app that creates a "lens" that enhances what the consumer views with virtual, instant information and entertainment--also worked with Cadbury last year to launch a game surrounding the Spots v Stripes chocolate bar.

Cadbury, which was acquired by Northfield, Ill.-based Kraft Foods Inc. in 2010, did not specify whether it meant more product announcements on Google+, said a report by the Los Angeles Times.

Dairy Milk Bubbly is not available in the United States.

The newspaper said that it is a good sign for Google+ that companies have enough confidence in it to unveil new products through its social media channel. Created by Google as an alternative to Facebook, six-month-old Google+ is rumored to have more than 60 million members, said the report.

Companies and brands were not allowed to create Google+ pages until November, when the social network launched business pages, the report added. Previously, if a business tried to join Google+ by creating a regular page, the social network would just terminate that account.

Hershey, Pa.-based Hershey Co. manufactures and distributes Cadbury-branded chocolate--but not its other confectionery--in the United States.

Kraft Foods, which markets biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, had 2010 revenue of $49.2 billion; 12 of the company's brands--Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident--generate revenue of more than $1 billion annually.

Keywords: 
candy