Cadbury Dairy Milk

If decades of refinement leads to function over joy, how do you add back the magic ingredient?

Undoubtedly the world's best-loved chocolate brand, Cadbury Dairy Milk captures a unique place in the hearts and minds of consumers around the globe. To continue its position as the ultimate chocolate icon, Cadbury’s embarked on a brand redesign to creatively inspire, ignite and bring to the fore its joyful behaviour while proudly celebrating the specialness of its heritage.

Cadbury Dairy Milk

Having previously created the global expression for Cadbury Dairy Milk, which hero-ed the magic ingredient ‘a glass and half of milk’, our challenge 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. The playful creative idea of ‘Say what you see’ gives the variants their own unqiue 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. Finally, our creation of the brands’ iconic visual identity system comes to life on-pack and on shelf, driving visual consistency through the Cadbury portfolio to amplify the joy and to pave the way for future growth.

Client

Cadbury Dairy Milk

Mode of life

Taste

Awards

Pentawards Award: Gold

Dieline Award

New York Festivals: Finalist

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com