Cadbury Unveils 'There's Magic in More' at New York Fashion Week

Cadbury Unveils 'There's Magic in More'

On September 10, 2026, The Hershey Company revealed its latest campaign, 'There's Magic in More,' in a star-studded unveiling at New York Fashion Week, in partnership with the New York-based fashion brand LUAR. This initiative embodies Cadbury's philosophy that memorable moments often begin with thoughtfulness, generosity, and, of course, chocolate.

The campaign's centerpiece is an exclusive, handmade clutch designed by LUAR’s founder, Raul Lopez. A stunning crystal-covered clutch designed specifically to hold Cadbury’s XL Bars, it made its debut amidst the lively atmosphere of New York Fashion Week.

The Perfect Accessory for Sweet Moments

This limited-edition accessory is both stylish and practical. Drenched in Cadbury's iconic jewel-tone purple, the clutch features gold accents and Swarovski crystals, laboriously applied over eight hours. Not only does it make a bold fashion statement, but its concealed platinum-silver insulated interior ensures that the chocolate stays cool and ready to be shared, elevating the act of giving into a glamorous affair.

Raul Lopez shared his excitement about the project: "Cadbury's focus on quality, detail, and generosity mirrors my work. Every element feels intentional and true to both brands, creating something that is both bold and beautifully crafted. It’s designed to be opened and shared."

Lights, Camera, Generosity

Cadbury’s campaign revolves around the idea that a little extra thoughtfulness and generosity can add magic to everyday moments. The brand is leveraging cinematic storytelling to spotlight the artisans behind the chocolate—from ingredient specialists to taste testers. Each story reinforces the notion that Cadbury not only strives for quality in their products but also fosters genuine connections.

Throughout New York Fashion Week, Cadbury is not just showcasing their products but also encouraging acts of generosity. The campaign invites fans to embrace the notion that sharing chocolate can lead to unexpectedly joyful experiences.

Fashion Meets Chocolate

The Cadbury Clutch will make its runway debut at LUAR's Spring/Summer 2027 show on September 14, showcasing a selection of Cadbury's XL Bar offerings like the CARAMELLO and DAIRY MILK, among others. In a beautiful fusion of fashion and confection, the launch is set to resonate with chocolate lovers and fashion enthusiasts alike.

NYLON’s Editor-in-Chief, Lauren McCarthy, alongside content creator Tefi Pessoa, will prominently feature the Cadbury Clutch at various events during the Fashion Week, creating buzz and visibility around the campaign's heart of generosity.

The Pay It Forward Sweepstakes

In an effort to spread the message of giving, Cadbury, in collaboration with NYLON, launched the Pay It Forward Sweepstakes. Participants can nominate someone deserving of recognition for their acts of generosity. Two nominated individuals will receive the beautiful Cadbury Clutch, reinforcing the significance of thoughtful actions. The program aims to highlight the often-unseen heroes that turn simple gestures into moments of magic.

Eric Newton, Director of Premium Chocolate at The Hershey Company, remarked, "The Cadbury Clutch brings that belief to life in a delightfully unexpected way, combining beautiful craftsmanship, delicious chocolate, and an invitation to share."

Conclusion

Cadbury's 'There's Magic in More' campaign successfully bridges creativity, collaboration, and community. As it unfolds through luscious chocolate and elegant fashion, it reminds us that every act of kindness can transform ordinary moments into something extraordinary. With exciting events scheduled during New York Fashion Week, Cadbury is poised to leave a lasting impact that goes beyond mere consumption, celebrating generosity and shared experiences.