Cadbury is kicking off the new year with a raft of activity, including a new campaign and a packaging revamp across its countlines range.

As Cadbury announces new packaging, the new look includes purple wraps on each end of the singles. It will roll out on singles of Wispa Gold, Crunchie, Boost, Picnic, Starbar, Flake, Boost Duo, Fudge, Chomp and Curly Wurly during the next six months.

The brand is also launching a £6m campaign on January 18, which will include TV, outdoor and digital advertising, as well as digital, PR and sampling activity.

Matthew Williams, marketing director for chocolate at Mondelez International, said: “This campaign will help drive sale so retailers should stock up on tablets across the range to make the most of increased awareness.”

The activity follows the brand’s latest ‘Joynormous’ campaign, which included an on-pack promotion that attracted more than 617,000 entrants receiving more than 380 prizes.

The promotion has now ended but customers can enter their codes until April 30 for their chance to win.