Cadbury had updated its Hot Chocolate portfolio with a brand refresh courtesy of design agency Bulletproof.
The complete makeover, featuring a contemporary new range identity and packaging design, aims to return the ‘magic’ to the brand.
Tasked with developing the brand architecture to drive differentiation and shake up the category, Bulletproof felt that the current packaging lacked modernity and relevance and also made it difficult for consumers to navigate the range, with little or no differentiation between variants.
Extensive category analysis focused on the specific needs of each product in the range - Drinking Chocolate, Instant Chocolate and Highlights – understanding the different rituals, consumer personalities and needstates.
Of the project, the Bulletproof design team said: “Cadbury chocolate needs no introduction. Its iconic status is well established in confectionery and yet somehow, it didn’t have a design to reflect its leadership in the hot beverages aisle. From the outset we knew that our concept had to regain its legendary status by using the equities that only Cadbury can own. We also added a little touch of Cadbury magic to raise a smile in the mind of the consumer and reconnect with them on an emotional level.”
A bold, cohesive design heroes the much-loved Cadbury brand marque and injects Cadbury joy and personality into the brand with each variant featuring a consumer relevant, unique character.
Brand owners Mondeléz International awarded Bulletproof the project in December 2012, following a three-way chemistry and credentials pitch.