Partner Article

Cadbury’s Branding – From Slugworth to Wonka

Cadbury has been an institution in the confectionery industry for almost two centuries and at its centre is their Dairy Milk bar. However with it launch of new products such as Cadbury Glow and a number of current products already on the shelves, the Dairy Milk as an icon was beginning to lose strength.

Eventually the brand agency Pearlfisher was tasked with redesigning the brand so that it would be consistent across all of its products yet desired by consumers in all markets. The scale of this task was enormous due to Cadbury’s already established position in the UK, Australia and India – the team would have to design something that not only supported its current iconic image in these markets but also appealed to new emerging markets in South Africa and the Americas.

The new packaging designs would encapsulate ‘glasses of pouring cream’ symbol along with Cadbury’s trademark swirling font to which a graded gold effect was added, whilst new imagery detailing the uniqueness of each product would act like a bolt-on to an otherwise generic established brand.

Cabury’s Buttons were rebranded to Giant Buttons and rebranded as desirable product for adults and not just children. Meanwhile the Research Development and Quality Centre was renovated into an inspirational environment that would encourage Willy Wonka like idealism that would reflect in the brands products.

This was posted in Bdaily's Members' News section by Alastair Thompson .