Observed Signal · Oct 5, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Cadbury Launches 'Department of More' Brand Platform in US
Cadbury, owned by The Hershey Company, has launched a new multi-year brand platform called 'Department of More' in the US. The campaign, creatively led by Saatchi & Saatchi New York, aims to establish a clearer brand identity for Cadbury in the American market, where it has been sold under license by Hershey for decades. The platform is built around the concept of generosity, both in product quality and personal gestures. The hero film, directed by Tom Dream through RSA, introduces an imaginary workplace where generosity is treated as a craft. The rollout includes linear TV, streaming on Peacock and Netflix, paid social on Meta, TikTok, and Pinterest, and digital video and display. The campaign is designed for longevity, with a social-first comedy series and plans for future expansion across channels. The objective is to increase awareness, consideration, and association of Cadbury with generosity and shared moments.
A brand campaign for a consumer chocolate brand, not directly about ad tech or martech. It may influence media buying but does not introduce new technology or industry shifts.
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Key Takeaways & Evidence Grounding
- Cadbury, owned by The Hershey Company, launched a new US brand platform called 'Department of More'.
- The platform was creatively led by Saatchi & Saatchi New York for agency MiltonOne.
- The hero film was directed by Tom Dream through RSA.
- The campaign rollout includes linear TV, streaming on Peacock and Netflix, and paid social on Meta, TikTok, and Pinterest.
- The objective is to increase awareness, consideration, and association with generosity in the US market.
Connected Companies & Entities
“The platform comes from MiltonOne, creatively led by Saatchi & Saatchi New York, for The Hershey Company.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Cadbury appoints THG Ingenuity to Power New Direct-to-Consumer Gifting Platform
Cadbury, a brand of Mondelēz International, has appointed THG Ingenuity to power its new direct-to-consumer gifting platform, the Cadbury Shop. The collaboration leverages THG Commerce's storefront technology, THG Studios' creative production, and THG Fulfil's fulfilment services to scale personalised confectionery gifting ahead of the festive season. The platform features an interactive customisation engine for Cadbury Heroes Pick & Mix and a Build Your Own Letterbox Gift service, enabling on-demand personalisation. The announcement was made on November 10, 2026, with the platform launched ahead of Christmas.
Hershey’s Refreshes Brand, Reconsiders Paid/Earned/Owned Media
The Hershey Company is launching its first major Hershey’s brand campaign since 2018 and has overhauled its creative and communications platform. Vinny Rinaldi, VP of consumer connection, told AdExchanger the refresh aligns with a crowded 2026 marketing calendar — including a U.S. Olympic team sponsorship, a co-produced feature film titled “Hershey,” and the U.S. 250th anniversary — and reflects a shift toward more interconnected owned, earned and paid media. Per The Wall Street Journal, Hershey is increasing its Hershey’s brand budget by 20% in 2026; the company spent $600 million on marketing in 2024 across its portfolio. Hershey plans to expand retail media, deploy Olympic merchandising in owned locations, and apply its decade-refined media-mix model to measure sponsorship and cinematic promotion impact.
Hershey Revamps Marketing Strategy with Bold New Campaign
AdExchanger reports Hershey is updating its brand marketing approach with a shift toward an integrated earned, owned, and paid media model. The initiative includes Hershey’s first major brand marketing campaign since 2018, accompanied by a 2026 budget increase of 20%. The company spent $600 million on marketing in 2024 (including brands like Reese’s, Twizzlers, and Kit Kat). Hershey is a 2026 US Olympic team sponsor and also sponsors NCAA’s March Madness. Additionally, Hershey plans a co-produced film titled 'Hershey' to be released later in 2026, with concept by Hershey brand marketers and directed by Mark Water, signaling a strong focus on content-driven marketing and retail engagement.
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