Hershey, Pa. – September 15, 2026 -- Cadbury is bringing chocolate to the runway with a crystal-covered clutch bag designed specifically to hold and share its XL chocolate bars, launched as part of a new multi-year U.S. marketing campaign called "There's Magic in More."
Only five of the bags exist, and none are for sale.
The Cadbury Clutch, created in partnership with New York-based fashion designer LUAR, features jewel-tone purple fabric, gold accents and individually applied Swarovski crystals. The crystal-covered flap alone took roughly eight hours to complete by hand. Inside, a concealed platinum-silver insulated lining keeps the chocolate cool.
The bag debuts at LUAR's Spring/Summer 2027 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. NYLON Editor-in-Chief Lauren McCarthy and content creator Tefi Pessoa will carry the clutch to the LUAR show, NYLON Nights and other events across the city throughout the week.
Raul Lopez, Founder and Creative Director of LUAR, said the collaboration mirrors his own design philosophy. "It is bold and beautifully crafted, but designed to be opened and shared," he said of the clutch.
Fans can win a matching clutch through a sweepstakes launching September 15.
Through the Cadbury and NYLON Pay It Forward Sweepstakes, consumers can nominate someone who "gives a little more" by sharing a story about how that person brightens others' lives. Two selected nominees will each receive a custom LUAR-designed Cadbury Clutch, with matching bags awarded to the people who nominated them.
"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 campaign marks Cadbury's largest U.S. marketing platform to date, with its first chapter, dubbed the "Department of More," told through a 30-second hero film and stories from the ingredient specialists, chocolate makers and taste-testers behind the brand's products.