Mumsnet creates chocolate emoji to celebrate Cadbury partnership
Parenting network Mumsnet has added a chocolate emoji to its emoticon alphabet to celebrate its year-long commercial partnership with Cabury.
The chocolate maker inked a six-figure deal with the platform at the start of October to deliver online promotions, recipes and ads, as well as content centred around seasonal trading and product launches, .
Adding to Mumsnet’s eclectic suite of icons – which already includes wine, cake and a biscuit – the company has said the character will allow users "to finally express their every waking thought via the medium of chocolate".
Derek Luddem, area media manager at Cadbury-owner Mondelēz International, said: "We have seen that emoticons are already a natural part of how people are expressing themselves on Mumsnet, you only have to go into the threads to see that for yourself.
"What we’ve created in partnership is a fun addition to the emoticon family which allows people to share their love of chocolate and how they feel about it," he added.
Mumsnet has announced several brand partnerships this year, striking up agreements with a variety of marketers including Lidl, Nurofen and Tesco.