The consultancy began work on the project in November last year having been invited by Cadbury parent company Mondeléz International (then Kraft Foods) to pitch. It initially created designs for the launch of the bars in Australia.
Marvellous Creations will first be sold in two variants, Jelly Popping Candy Shells and Cookie Nut Crunch, which are coated in Cadbury’s Dairy Milk arranged in irregular shapes, in crazy-paving-style moulds.
Bulletproof creative director Nick Rees says the packaging designs and imagery are inspired by a ‘carnival’ and circus theme.
Rees says, ‘The new bars are an innovation in flavours, so we wanted to do something really arresting. That’s what inspired the strategy.
‘They’re completely irregular, so we’re trying to break away from any code in terms of tablet shape, mouth-feel, delivery and graphics.’
Rees adds, ‘We used a “Big Top” approach with the graphics, so [with new variants] we see it as presenting new shows and acts.’