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Cadbury Dairy Milk

Cadbury Dairy Milk engages Bulletproof for 'marvellous' chocolate bar launch


By Gillian West, Social media manager

March 28, 2013 | 2 min read

Cadbury Dairy Milk has worked with strategic brand and packaging design agency Bulletproof to create the identity and packaging for its new Marvellous Creations sub-brand which is soon to launch in the UK.

The agency was tasked with collaborating on the launch which aims to disrupt category conventions whilst remaining true to the brand’s essence by Mondeléz International (then Kraft Foods). Cadbury Dairy Milk’s ambition with the launch was to create a total experience for consumers, from first sight to last piece, combining unexpected ingredients we know and love with Cadbury Dairy Milk and shaped in a new format.

“It is always exciting to participate in a brand’s development from such an early stage and this project had the whole team gripped from the start. Our challenge was to capture the magical world of Joyville in a bar. Through a series of collaborative strategic workshops, we developed an engaging brand story and a range of range of potential brand positionings,” commented Anna Bouriak, account director at Bulletproof.

For the launch Bulletproof has considered all aspect of the brand and product including branding, design aesthetic and packaging. All elements of the NPD proposition have been aligned to create a clear concept, with end-to-end integrity.

Lauren Connor, associate director at Bulletproof added: “The studio buzzed with excitement when the Cadbury Dairy Milk Marvellous Creations brief arrived. Not only because of the great tasting product but also because of our proposed ‘Carnival’ design direction. This area is bursting with weird and wonderful imagery and ultimately inspired our final design solution. The packaging gives the impression that the carnival has just rolled into town with the promise of marvellously strange flavour combinations.”

Cadbury Dairy Milk Marvellous Creations is now set to launch in the UK next month in two flavour variants – Jelly Popping Candy Shells and Cookie Nut Crunch.

Cadbury Dairy Milk

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Bulletproof is a brand agency with studios in London, New York, Singapore, Amsterdam, Sydney, Shanghai and Melbourne. Proudly independent, we exist to vanquish mediocrity...

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