/C O R R E C T I O N -- The Hershey Company/
Hershey unveils a corrected announcement for Cadbury’s largest U.S. campaign, tying a NYFW LUAR collaboration to a generosity-focused sweepstakes.
Rhea-AI Summary
The Hershey Company (HSY) issued a corrected release on September 10, 2026 about Cadbury’s new U.S. brand platform, “There’s Magic in More,” which debuts at New York Fashion Week through a collaboration with fashion label LUAR and media brand NYLON.
The campaign is described as Cadbury’s largest U.S. effort to date and is centered on generosity and sharing chocolate. A highlight is the limited run of five insulated, crystal-covered Cadbury Clutch handbags, designed to carry Cadbury XL Bars and appear on the LUAR Spring/Summer 2027 runway. A “Pay It Forward” sweepstakes will award custom clutches to two nominees and their nominators, with updated links provided for entry details.
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In the news release, Cadbury Brings Together Style and Generosity with "There's Magic in More", issued 10-Sep-2026 by The Hershey Company over PR Newswire, we are advised by the company that changes have been made. The complete, corrected release follows, with additional details at the end:
Cadbury Brings Together Style and Generosity with "There's Magic in More"
The new campaign steps out in style with LUAR,
The Cadbury Clutch: A Sparkling Take on Generosity
Dressed in the brand's unmistakable jewel-tone purple, the Cadbury Clutch sparkles with gold accents and individually applied Swarovski crystals. Its crystal-covered flap took approximately eight hours to complete, while a concealed platinum-silver insulated interior helps keep Cadbury chocolate cool and ready for an unexpected moment of generosity. Only five clutches have been created, making each one a rare little reminder that sharing chocolate can be every bit as glamorous as it is delicious.
LUAR QUOTE: "Cadbury's focus on quality, detail and generosity mirrors my work," said Raul Lopez, Founder and Creative Director of LUAR. "From the silhouette and color to the hand-applied crystals, every element feels intentional and true to both brands. It is bold and beautifully crafted, but designed to be opened and shared."
Celebrating the Magic in More
The clutch is just the beginning. Through "There's Magic in More," Cadbury is celebrating the delightful difference a little extra can make. A little more thought. A little more generosity. And, naturally, a little more chocolate. For generations, Cadbury has been known for bringing a little more to every bite, from its signature creamy chocolate to generous ingredients crafted for sharing. "There's Magic in More" builds on that heritage, celebrating the idea that the same spirit of generosity found in Cadbury chocolate can inspire meaningful connections every day. Watch the 30-second Department of More hero film HERE.
Consumers will meet the wonderfully dedicated people behind every creamy bite through cinematic storytelling, social experiences and unexpected cultural moments – from ingredient specialists and chocolate makers to those entrusted with the very important responsibility of taste-testing. Together, their stories show how the brand's care, craft and generous spirit can turn an ordinary moment into something magical. The first chapter of "There's Magic in More" invites consumers into the Department of More, a world where thoughtful gestures, generous spirits and a shared piece of chocolate can spark something unexpectedly magical.
A Little More to Discover
Throughout New York Fashion Week, the Cadbury Clutch will travel from the runway to some of the city's most stylish moments, bringing a bit of Cadbury magic along with it. Cadbury, NYLON and LUAR are inviting fashion fans and chocolate lovers, alike, to discover how generosity can show up in unexpected places.
- See it on the runway: The Cadbury Clutch will make its runway debut at LUAR's Spring/Summer 2027 New York Fashion Week show on September 14. Cadbury CARAMELLO XL Bars will lead the New York Fashion Week activation, alongside DAIRY MILK XL, DAIRY MILK Fruit & Nut XL, CARAMELLO Sweetly Dark XL and CARAMELLO Miniatures.
- Spot it throughout Fashion Week: NYLON Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa will carry the Cadbury Clutch to the LUAR show, NYLON Nights and across
New York throughout New York Fashion Week. - Pay it forward: Through the Cadbury and NYLON Pay It Forward Sweepstakes, consumers can shine a spotlight on someone who gives a little more and share the story of how they brighten others' lives. Two selected nominees will each receive a custom LUAR-designed Cadbury Clutch, with matching clutches awarded to the people who nominated them — celebrating both the inspiring individuals and the people who make sure their stories are recognized. Enter on September 15 here.
"At Cadbury, we believe the most memorable moments begin with a simple act of generosity, whether that's sharing a piece of chocolate or going the extra mile for someone else," said Eric Newton, Director, Premium Chocolate at The Hershey Company. "The Cadbury Clutch brings that belief to life in a delightfully unexpected way, combining beautiful craftsmanship, delicious chocolate and an irresistible invitation to open it up and share."
FAQs
What is Cadbury doing?
Cadbury is launching "There's Magic in More," its largest
The platform debuts at New York Fashion Week through a NYLON and LUAR collaboration featuring five limited-edition, insulated Cadbury Clutches designed to keep chocolate cool and ready to share.
What is the Cadbury Clutch?
The Cadbury Clutch is a limited-edition insulated handbag created by Cadbury in partnership with NYLON and LUAR Founder and Creative Director Raul Lopez. Only five clutches were created.
What makes the Cadbury Clutch unique?
The clutch features jewel-tone purple, gold accents, individually applied Swarovski crystals and a platinum silver insulated interior designed to keep Cadbury Chocolate cool.
Which Cadbury products will be featured alongside the clutch?
Cadbury CARAMELLO XL Bars, DAIRY MILK XL, DAIRY MILK Fruit & Nut XL, CARAMELLO Sweetly Dark XL and CARAMELLO Miniatures.
Where will the Cadbury Clutch appear during New York Fashion Week?
It will debut at LUAR's Spring/Summer 2027 show on September 14, with an additional appearance alongside NYLON Editor-in-Chief Lauren McCarthy and creator Tefi Pessoa at NYLON Nights on September 11.
Can consumers purchase the Cadbury Clutch?
No. The clutch will not be sold.
How can consumers get involved?
Consumers can participate through the Pay It Forward Sweepstakes by nominating someone who embodies generosity, with two selected nominees and their nominators receiving matching custom Cadbury Clutches. Entry, eligibility and timing details can be found here.
About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company with a purpose to make more moments of goodness and a vision to lead next generation snacking. Hershey brings together more than 20,000 employees worldwide to deliver delicious, high-quality products across more than 85 brands in approximately 65 countries, generating more than
Hershey brings its full portfolio to market as ONE Hershey, spanning confection, salty and functional snacking categories with beloved brands like Hershey's, Reese's, Kisses, KIT KAT®, Jolly Rancher, Twizzlers and Ice Breakers; salty snacks including SkinnyPop, LesserEvil, Pirate's Booty and Dot's Homestyle Pretzels; and a protein portfolio including ONE Brands and Fulfil.
For more than 130 years, Hershey has operated fairly, ethically and sustainably. Founder Milton Hershey established Milton Hershey School in 1909, and that legacy of purpose endures today through the company's commitment to helping children succeed through equitable access to education.
To learn more visit www.thehersheycompany.com.
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Correction: The links for entry and other information about the sweepstakes have been updated.
View original content to download multimedia:https://www.prnewswire.com/news-releases/cadbury-brings-together-style-and-generosity-with-theres-magic-in-more-302875252.html
SOURCE The Hershey Company
FAQ
What is the Cadbury Clutch and how many exist?
The Cadbury Clutch is a limited-edition insulated handbag created with NYLON and LUAR designer Raul Lopez. It features jewel-tone purple, gold accents, individually applied Swarovski crystals and a platinum-silver insulated interior designed to keep Cadbury chocolate cool. Only five clutches were made.
Where will the Cadbury Clutch appear during New York Fashion Week?
The clutch will debut on the runway at LUAR’s Spring/Summer 2027 New York Fashion Week show on September 14, and will also appear with NYLON Editor-in-Chief Lauren McCarthy and creator Tefi Pessoa at NYLON Nights on September 11, as well as at other Fashion Week moments.
Can consumers buy the Cadbury Clutch?
No. The Cadbury Clutch is not for sale to consumers. It is a limited-edition item used in the campaign and sweepstakes.
How can consumers participate in the Cadbury and NYLON Pay It Forward Sweepstakes?
Consumers can nominate someone who “gives a little more” by sharing how that person brightens others’ lives. Two selected nominees will each receive a custom LUAR-designed Cadbury Clutch, and matching clutches will go to the people who nominated them. Entry, eligibility and timing details are available via the updated sweepstakes link provided in the announcement.
Which Cadbury products are highlighted with the Cadbury Clutch activation?
The New York Fashion Week activation will feature Cadbury CARAMELLO XL Bars, DAIRY MILK XL, DAIRY MILK Fruit & Nut XL, CARAMELLO Sweetly Dark XL and CARAMELLO Miniatures alongside the clutch.
What correction does this release make?
The company states that the links for entry and other information about the Cadbury and NYLON Pay It Forward Sweepstakes have been updated in this corrected version of the release.