Mondelēz International has introduced premium gifting range Cadbury Glow, launched to coincide with Diwali.
Debuting first in India, Cadbury Glow is intended as a year round gift and features brand strategy, brand architecture, brand identity and graphic packaging design from Pearlfisher.
“Cadbury is an iconic brand full of generosity, playfulness, optimism and pioneering spirit. As a brand that shares so many attributes with the wider gifting category, their opportunity was to create a gifting concept and a new range that would assert the brand’s position as the creator of premium gifting chocolate,” explained Rory Fegan, Pearlfisher brand strategy director.
“Whilst the competition was all about giving gifts to impress, we understood that the thoughtful gifters Cadbury were trying to attract were those who seek to enrich the lives they touch, choosing gifts to reveal something of themselves and what their loved ones mean to them.”
Sarah Cattle, Pearlfisher creative director added that subtle references to Indian tradition “creates the future of traditional gifting – reimagining rituals rather than reinventing them.”
Cadbury Glow has been designed from the inside out - “alluring and impactful from the outside but reveals layers of meaning on the inside,” said Cattle – the product is now available throughout India.