The Caramel bunny is lending her furry features to an ad campaign for the latest NPD from Cadbury.
Caramel Nibbles (rsp: £1.79) are small buttons of Dairy Milk chocolate filled with smooth caramel, and are available from major retailers now. They will line up alongside the rest of the Bitesize range, which hit shelves in April, and come in 175g resealable bags to tap the sharing trend.
Cadbury is supporting the launch with a £1m campaign kicking off 5 October, featuring the Caramel bunny and including outdoor and press ads, sampling and online activity.
Since launch, the existing Bitesize range has clocked up sales of £21.9m, excluding the small bags [Nielsen 22 August 2009].
"Caramel Nibbles will open up new consumption occasions for Cadbury Dairy Milk Caramel fans," said Kate Harding, Cadbury's trade communications manager.