By Allison Watkinson
TLL Reporter
Asembl has secured a licensing partnership between Diageo and Mondelēz International for a new Baileys-flavored Cadbury Old Gold chocolate block for the Australian market.
Part of the Merchantwise Group, Asembl is a research-driven brand extension agency that specializes in design, lifestyle and fast-moving consumer goods.
Working alongside global brand and IP owners, Asembl brings new licensed products and services to the retail market through partnerships with manufacturing and distribution companies.
“We are thrilled to be partnering Diageo’s Baileys with Mondelēz International’s Cadbury Old Gold for the first time with the creation of the non-alcoholic Cadbury Old Gold inspired by Baileys chocolate block,” said Asembl MD, Justin Watson. “From the moment we all came together we knew that we had created a chocolate that was truly bold in every bite and one that combined the dark chocolate flavor Old Gold is known for with the unmistakable lip-smackingly delicious taste of Baileys that is loved by adults all over Australia.”
The Cadbury Old Gold x Baileys chocolate block features Cadbury’s original Old Gold dark chocolate with a smooth alcohol-free centre flavored with Baileys Original Irish Cream.
“Cadbury Old Gold is committed to delighting consumers with the highest-quality and rich-tasting dark chocolate which Aussies love,” said Cadbury SMM, Katina Watson. “We continue to innovate and evolve our portfolio to include exciting new products that create indulgent experiences for people to enjoy. We’re excited to partner with the world’s number one liqueur brand in Baileys, and Diageo more broadly to create Cadbury Old Gold inspired by Baileys.”
The licensed Cadbury Old Gold x Baileys chocolate product is currently available to consumers throughout Australia in Coles, Woolworths, BIG W and independent supermarket locations.
“The combination of Baileys and chocolate is just so delicious so I am so excited that adults across Australia will be able to experience the amazing combination of Baileys and Cadbury Old Gold – it is just the most gorgeous indulgent treat,” said Diageo SLM, Declan Hassett.
Diageo is a global alcoholic beverage company that offers branded products that are available for purchase in more than 180 countries around the world.
In addition to Baileys, Diageo owns a portfolio of international liquor brands such as Johnnie Walker, Bundaberg Rum, Smirnoff, Gordon’s Gin, Tanqueray gin, Cîroc, Ketel One, Captain Morgan, Don Julio and more.
The owner of Cadbury Dairy Milk, Mondelēz International is a global food & beverage company that specializes in manufacturing, distributing and licensing products across categories such as confectionary, snack foods, beverages and more.
In Australia, Mondelēz International offers a wide range of branded food products including Cadbury Dairy Milk, Oreo, Olina’s Bakehouse, Philadelphia Cream Cheese and The Natural Confectionery Company.