Pearlfisher has created the new identity and redesigned the packaging for Cadbury Dairy Milk, the no. 1 market-leading brand within Cadbury worldwide with global sales of ?1.3bn, as part of a global re-launch starting in the UK from 1st July 2009 and rolling out to a range of markets covering Canada, South Africa, Australia and New Zealand.
Pearlfisher has been working with Cadbury since February 2008 on the brief and the strategic graphic and visual architecture change is an essential part of the re-launch across the total marketing mix. The new design is reaffirming Cadbury Dairy Milk as the iconic brand leader in the chocolate category and builds on its authenticity and strong emotional connections.
Jonathan Ford, Pearlfisher Creative Partner, said, “The design of Cadbury Dairy Milk has been a progressive one which has spanned 100 years. We needed to build on and strengthen the key visual equities to enrich the symbolic meaning of this design and create a system that would successfully work across all global markets and provide a more consistent identity for the sub-brands.”