Problem
Cadbury have long been the market leaders but their position was being threatened by new competitors in the ‘every day’ category and by an emerging ‘premium’ category. The brief was to repackage the chocolate block range to give it greater shelf presence and more of a premium image. The biggest of our challenges, however, was that whatever we came up with had to work on Cadburys’ existing packaging equipment, and deliver the solution to market in a very tight timeframe.
Solution
Moving from the traditional paper wrap to carton board was the significant change. Not only did this give the product greater shelf presence, it also was an environmentally superior solution. Furthermore, it meant we could create an additional consumer benefit of a closable pack. This, along with refreshed graphics and finishing touches such as foiling and spot varnish achieved the required repositioning.
Outcome
The new pack was a double winner at the Australian Packaging Awards: it won a design award for using packaging to differentiate a brand and a sustainability award for moving to a more environmentally friendly packaging.
