MAM

Cadbury Dairy Milk repackages, again

MUMBAI: Reinvention is the new mantra for brands to survive in the competitive world. And some brands don’t hesitate in going under the knife over and over again to keep the buzz alive in the market.

 

In November last year, Cadbury Dairy Milk introduced an all-new modern and playful packaging for its variants (Milk Chocolate, Fruit and Nut, Crackle and Roast Almond).  The shift to the new design has already been implemented across the globe and the new packaging has already been introduced in several countries including the UK and Australia.

 

The new ‘say what you see’ packaging design has been developed by the global Cadbury Dairy Milk team in partnership with design agency Pearlfisher. The packing revamp is the 21st re-design for the brand’s 108 year history.

 

Speaking on the new packaging and recipe change, Cadbury India chocolate category & media director Siddhartha Mukherjee says, “At Cadbury we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five years ago, making it the right time to introduce the new global and joyful packaging in India. Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs.”

 

Brighter colours

 

As per the brand, the move to the new packaging will further cement this positive association and build on the joy factor. As a part of the new design, product shots will be replaced by ‘imaginative, joyful expressions of each flavor’. Each of these designs have been selected in order to communicate more about the product and stay true to the ‘say what you see’ approach.

 

The Cadbury Glass and a Half logo is retained and brighter colours have been introduced to improve on-shelf presence. The new look is more modern and joyful, while proudly keeping the identity of Cadbury Dairy Milk that has been a part of the brand’s heritage since 1905. This new packaging brings out the personality of the brand in a generous, optimistic and spontaneous design.

 

Moulding the sweetness

 

In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mould change for the first time since they were introduced almost 10 years ago.

 

To give consumers more of what they love, inclusions like nuts and crispies are going to be increased in the new recipe. Now there will be 50 per cent more almonds in the new Roast Almond. Similarly, more crispiness and nuts in Crackle and Fruit & Nut respectively will give consumers more of what they love with each bite with more almonds and increased inclusions.

 

Additionally, the change in the mould means that the new variants will have curved or rounded edges, instead of the current square cubes, to improve the way the chocolate melts in the mouth, in an attempt to enhance the overall chocolate experience.

 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Untitled-1_2.jpg?itok=SI0Pk0XI
GroupM's global brand Essence to enter India with Maxus' aid

MUMBAI: Essence, a global digital agency, today announced it has established operations in India via the opening of a new location in Delhi. This will be the agency’s fifth office in the Asia Pacific (APAC) region and the third to open its doors this year. In March, Essence announced its debut in...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Untitled-1_0.jpg?itok=3WxqZcWe
Prabhatam advertising gets contract for Railway Display at five Stations

NEW DELHI: Leading multi-media solutions provider,Prabhatam Advertising which has so far held the sole outdoor rights for backlit platform display panels at some placeshas now been given the task of installing and maintaining railway display networks at five important railway stations. The firm,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Ramesh%20Abhishek.jpg?itok=XJOh5UKD
Industry bodies asked to take forward campaign on IPRs

NEW DELHI: Department of Industrial Policy & Promotion Secretary Ramesh Abhishek today stressed the importance of innovation in a knowledge driven economy and the need to promote Intellectual Property Rights..

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/MMA.jpg?itok=CXgsSq7Z
The MMA announces 'The Smarties India 2016' jury & awards shortlist

Celebrating the teams and talent who are leveraging the power of mobile to create innovative and effective marketing campaigns, the Mobile Marketing Association (MMA), today announced the jury and awards shortlist for the 2016 edition of the MMA India SMARTIES™ Awards. The SMARTIES™ is the world’s...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_37.jpg?itok=8Mh2yPUM
The Delhi Advertising Club Annual Awards - Lots of Gold & Silver

The DAC awards 2016 titled as the ICE Awards (Indian Creative Excellence), was held recently at The Ashok Hotel New Delhi with much fan fare and excitement befitting a grand award ceremony.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_36.jpg?itok=HLQvYY6C
Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago

Maxus Content, the content solutions arm of Maxus unveils its next branded content project with The Viral Fever for its prestigious client Tata Motors. The brand new mega web series titled “Tripling” features Tata Motors’ newly launched Tiagoas a focal point in an enriching story told by some of...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/RFFS.jpg?itok=hFZWMVrO
Adidas joins Reliance Foundation Youth Sports to take football to campus

German sportswear giant Adidas and Reliance Foundation Youth Sports to hold School and College Football competitions starting from 27 August 2016.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_6.jpg?itok=agwUZnlu
LeEco partners with netCORE for digital marketing initiatives

netCORE today announced that it has entered into a strategic partnership with global internet and technology conglomerate LeEco, to provide performance marketing solutions for the “LeMall for All” day. The first such shopping extravaganza was held on Aug 9, 2016, that saw incredible user traction.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_5.jpg?itok=OYp4YKmQ
Havas Media Singapore's Melvin Lim is new APAC CCO; Jacqui Lim to replace him

Havas Media has elevated its current CEO of Singapore Melvin Lim to the newly created role of Chief Commercial Officer (CCO) for Havas Media Group, Asia Pacific.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories