History
Cadbury Heroes was launched in September 1999
Positioning
Tiny little bits of fun for everyone to share.
A mix of Cadbury bars packed in a tub format that is ideal for informal everyday sharing. Consumers love to rummage and scrummage in the tub to find their favourites. Includes Cadbury Dairy Milk, Cadbury Dairy Milk with Caramel, Cadbury Dairy Milk Whole Nut, Twirl, Dream, Fudge, Crunchie, Nuts About Caramel.
Consumers love the brand – it’s perceived as more fun, up-to-date and great for younger people.
Advertising
Cadbury Heroes was launched in September 1999 with the “People Magnet” campaign that features famous heroes being attracted to the tub. In 2002 a new campaign was introduced which showed adults in everyday situations sharing Heroes and having a “Tiny little bit of fun.”
The brand also features as part of Cadbury’s sponsorship of Coronation Street, where people play jokes on each other, whilst they share the tub of Heroes.