Cadbury Dairy Milk
How do we create a joyful world that instantly connects and brings everyone together?
Cadbury Dairy Milk is an undisputed iconic brand that holds a unique place in the hearts and minds of consumers around the world. Our mission was to amplify just what the brand means to everyone by taking the brand from iconic to experiential in a new global identity and design.
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By bringing to life the joyful character of over 50 variants, we created a dynamic, living and experiential identity – that goes beyond traditional taste expressions – to engage audiences on many levels and extend into various digital platforms.
Rooted in a playful, creative concept of ‘say what you see,’ our strategy boldly celebrates the self-assured essence of Cadbury. The design breathes life into a captivating ensemble of emotive characters. Each character boasts a distinctive personality, capable of coming to life across all brand touchpoints. The product takes centre stage for Cadbury Buttons and Giant Buttons, aligning with a simple and universally appealing concept that amplifies its joyful spirit. Our design system achieves global recognition while remaining adaptable to local preferences and cultural nuances, thus amplifying joy throughout a cohesive brand portfolio.
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