MUMBAI: Britain-headquartered confectionery giant Cadbury has done its first major rebranding in 50 years for its flagship Cadbury and Dairy Milk bars, reveal several international reports. The packs have been redesigned by Bulletproof agency with a redrawn wordmark, new iconography and typography. 

The new-look is designed keeping in mind that consumers today are seeking more natural, authentic, and higher quality product offers.

As per reports, the new pack will be first launched in Australia, hitting the shelves in the next few months, followed by South Africa and Malaysia later in the year. The UK and Ireland will get the new packs by 2021. 

Nick Rees, Global Creative Director at Bulletproof global creative director Nick Rees has been quoted as saying: “We wanted to recapture the very spirit of Cadbury so part of the research process involved digging into the Cadbury archives to reinterpret its iconic visual cues to create a modern and playful identity that still has a clear recognition for consumers.”

Cadbury global brand director Ben Wicks commented: “Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years, we have been reconnecting with our roots, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way”.

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