Cadbury’s Smoooth operator

Cadbury’s Chocolate Spread has been rebranded by Maidenhead group Nine Yards in preparation for a relaunch in January.

Nine Yards and client Chivers Hartley came up with the new name Cadbury’s Smoooth as part of the product’s positioning as a more versatile, child-oriented snack spread. It has also been reformulated to make it easier to spread.

A series of dog characters were developed with illustrator Alex Machin to present a friendly image, with a different character for each spread variant. The logo and the dog are combined with Cadbury’s trademark purple ripple in the background.

More flavours are intended to follow the first two spreads: Smoooth Milk Chocolate Spread and Smoooth Milk Chocolate & Banana Flavour Spread.

“There is a different dog for each flavour, each with its own personality. As the range extends, more characters will join the gang,” says Nine Yards creative director Andy Kirk.