The new designs are inspired by the idea of ‘say what you see’ and replace product shots with ‘imaginative, joyful expressions of each flavour’.
The Cadbury Glass and a Half logo is retained, and has been updated by Pearlfisher, and brighter colours have been introduced to improve on-shelf presence.
The new packaging also uses an on-pack QR code which will deliver ‘joyful content designed to make people smile’, according to Cadbury.
Cadbury says the new look is the 21st major redesign since it launched Dairy Milk 108 years ago, and creates ‘a more modern and joyful look, while proudly keeping the identity that has been a part of its heritage since 1905’.
It follows previous designs created by Pearlfisher in 2009.
Matthew Williams, marketing director at Cadbury owner Mondelēz International, says, ‘With our new packaging, we hope to bring out the personality of the Cadbury Dairy Milk brand in a generous, optimistic and spontaneous design, while celebrating the links with our past.’
The new packaging is rolling out internationally and launches in the UK this month.
Its roll-out follows Cadbury’s recent defeat in a legal battle with rival chocolate Nestle – in which Cadbury attempted to secure exclusive rights to the Pantone 2685c purple used in Dairy Milk packaging.