GLOBAL – Taking the brand from iconic to experiential around the world, Cadbury Dairy Milk now has a new global brand concept that spans brand strategy, identity creation, packaging design and brand guidelines.
Having previously created the global expression of Cadbury Dairy Milk in 2008, which hero-ed the magic ingredient ‘a glass and half of milk’, UK design agency Pearlfisher’s challenge for this project was to nurture what makes Cadbury Dairy Milk iconic, whilst bringing to life the joyful character of over 50 global variants. The result is a celebration of the great iconic taste of Cadbury Dairy Milk – taking the brand from iconic to experiential around the world.
Pearlfisher Chief Creative Officer, Jonathan Ford, commented, “The creative approach is a balance of measured change and a globally creative big idea. Firstly, by analysing key equities we determined which brand elements to treasure or adapt. This was complemented with fresh creative thinking stemming from the brief to create a living, breathing identity that would transform the brand’s taste expression and give it life beyond packaging.
“Our design essence ‘See the joy’ sits at the heart of the new brand world which revolutionises the expression of the Cadbury Dairy Milk variants, replacing product shots with imaginative, joyful expressions of each flavour and key ingredients.”
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach: “The design execution is inspired by the creative idea of ‘Say what you see’. This playful new approach gives the variants their own personality and makes each a sensation in their own right within a solution that is globally recognised, whilst retaining the flexibility to accommodate local tastes and cultural nuances.”
Ford added, “We have also refreshed the Dairy Milk logotype creating a more joyful expression of the brand whilst retaining the milk splashes of the ‘i’ and kick of the ‘k’. Custom typography has also been created for each variant, reinforcing the different personalities of each bar and enhancing navigation and the buying experience.”
Nikhil Rao, Cadbury Global Brand Equity Director at Mondelez, commented, “Our challenge was to create a harmonious global expression for Cadbury Dairy Milk that would bring to life the brand’s iconic and long standing association with Joy, make it more contemporary and ultimately, better help shoppers navigate through the range and chose the right product for them.
“Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper experience.”
The new design for Cadbury Dairy Milk has already successfully launched across global markets including the UK, South Africa, India and Malaysia and will continue to roll out around the globe throughout 2013 and 2014.