'Two Aussie icons': Cadbury Old Gold teams up with Bundaberg Rum for limited-edition bark
When two of your favourite FMCG universes collide, you know it's going to hit the spot.
Cadbury Old Gold has teamed up with Bundaberg Rum in a new limited-edition product, bringing together two iconic Australian names in a single chocolate block.
The collaboration, led by Asembl, marks the first time the two brands have partnered.
A bold flavour play
The Cadbury Old Gold, inspired by the Bundaberg Rum block, combines 45% dark chocolate with a rum-inspired centre, positioning itself as a premium, indulgent offering.
The product is now available across Coles, Woolworths and independent retailers nationwide.
Heritage brands unite
Diageo Australia Head of Rum, Matt Miles, said the collaboration was a natural fit between the two heritage brands.
"We’re proud to have collaborated with the Mondelez team to craft a dark chocolate experience that captures the depth, warmth and character people know and love from Bundy”.
Mondelez International Everyday Chocolate Director Kartina Watson added that the launch celebrates Cadbury Old Gold’s long-standing history in Australia, dating back to 1916, when it was founded by philanthropist MacPherson Robertson.
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“This collaboration unites two great Australian-made products and the people and characters behind them, from the makers of Cadbury Old Gold to Bundaberg Rum’s famous Bundy Bear. It's been a pleasure working with Diago, Asembl, WPP and Bulletproof to bring this launch to life,” she said.
'Moments worth savouring’
The campaign positions the product as a bold, flavour-led treat, tapping into both brands’ strong local identity.
Asembl Managing Director Justin Watson said the collaboration brings together two “Aussie icons” in a product designed for indulgent occasions.
“Cadbury Old Gold, inspired by Bundaberg Rum, brings together two Aussie icons in a bold dark chocolate treat made for moments worth savouring”
Main image: Cadbury Old Gold x Bundaberg Rum
