A bold new design for Cadbury Hot Chocolate

Mondelez’ Cadbury Hot Chocolate portfolio gets a makeover that helps reinvigorate the brand’s legendary status, while making it easier for consumers to navigate the brand on shelf.

Pw 68723 Highlights Range

International brand design agency Bulletproof has given the Cadbury Hot Chocolate portfolio a complete makeover with a contemporary new identity and iconic packaging design, returning the “magic” to the brand, says the agency. Brand owner Mondeléz International awarded the project to bulletproof in December 2012.

According to Bulletproof, with the existing design, the brand’s rich heritage and iconic stature weren’t delivered through its packaging other than through the dominance of purple, and it lacked modernity and relevance. It was also difficult for consumers to navigate the range, as there was little or no differentiation between variants.

Comments the Bulletproof Account Management Team, “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 isle. 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.”

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