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

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.