The arrival of Cadbury Dairy Milk Bliss on to the market will be backed by a TV ad from October 16.
Outdoor ads and digital activity will run from October 25 and there will be POS material to back the launch.
The Bliss bar is made of milk chocolate with a smooth vanilla mousse centre and is aimed at a female audience.
The TV ad will set up the product as “the world’s most pampered chocolate bar”. The pampering theme also appears on two poster ads which will appear close to convenience retailers.
Trade communications manager Susan Nash said: “We are hoping people will take time out from their busy day to pamper their taste buds with our new bar.
“It has performed well during testing with 72% of those who tried it stating they intend to purchase the product.
“The investment will help to drive consumer awareness.”
Barry and Nan Swainston, of Swainston’s in South Shields, won £7,000 in a display competition run in association with Cadbury Creme Egg. Viresh Popat of Clarus Stores, Leicester, won the second prize, a £2,000 holiday voucher and the £1,000 voucher for third went to Babu Patel of Transit Trading, Victoria, London.