ABOUT

Brief in brief:
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 aisle. We were briefed to develop the Cadbury Hot Chocolate brand architecture to drive differentiation and shake up the category, creating a design with modernity and relevance.

Our thinking and doing:
With little or no differentiation between variants – Drinking Chocolate, Instant Chocolate and Highlights – consumers were finding it hard to navigate the range. So before any design work could start, we had to get back to basics and carry out extensive category analysis focusing on the specific needs of each product in the range to understand the different rituals, consumer personalities and needstates. Armed with this knowledge, we set about creating a design worthy of such a legend by using the equities that only Cadbury can own. Our solution? A bold, cohesive design with a little touch of Cadbury magic that heroes the much-loved Cadbury brand marque and injects Cadbury joy and personality into the brand with each variant featuring a consumer relevant, unique character.