Design Bridge revamps Cadbury Milk Tray packs
2015-08-26
From:Packaging News
The agency was tasked with re-establishing Cadbury Milk Tray as a thoughtful gift, and to attract a younger audience in the brand’s centenary year.
One of Cadbury’s oldest and best known brands, Cadbury Milk Tray had recently been overshadowed by competitors.
Design Bridge said its research showed that the packaging had come to be seen as old-fashioned and the brand had gained a reputation of being a ‘last-minute gift’.
“It was our challenge to turn this around, re-discover what makes Cadbury Milk Tray unique and create packaging that’s as special as the feelings people once had for the brand,” said Gemma Roche, client director at Design Bridge.
The research also showed that the shapes of the chocolates sparked the fondness that people had for Cadbury Milk Tray.
“The familiar shapes led people to reminisce about their Gran’s favourite strawberry cream, their childhood friend’s love of the hazelnut swirl and the family gatherings where a box of Cadbury Milk Tray would be happily passed around.”
Design Bridge selected the five most iconic chocolates, unchanged since the brand’s launch in 1915, and created hand-drawn illustrations based on their unique shapes and textures.
Kate Galle, creative director at Design Bridge, said: “Using the ownable hallmarks we created a fashion-inspired pattern, much like the prints seen on a designer scarf or beautiful paper-wrapping. We used the pattern like gift-wrapping to cover the box, reiterating the thought behind the gesture.”
The pink accent colour from the previous packaging now lifts the entire box, highlighting the unique pattern and giving the brand a new fashion-led, feminine appeal.
Galle added that as well as becoming a gift, the patterned box also widened the appeal of Cadbury Milk Tray so it becomes a gift that a younger audience would gladly choose to give to their best friends, as well as their family.
“Presenting the chocolates as illustrated hallmarks on the front also gives a precious quality to the treats within.”
Also incorporated into the design is a gift-tag that brings together the Cadbury Milk Tray brand mark, royal warrant and the five new chocolate-shaped hallmarks that Design Bridge have created.
Benazir Barlet-Batada, marketing manager at Mondelēz International, added: “The new packaging design not only restores a sense of specialness, it builds on it and reaches out to a younger audience. We hope this will keep Cadbury Milk Tray alive for the next 100 years and beyond.”
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