Cadbury Dairy Milk rolls out new look from Pearlfisher

Pearlfisher has created a new look for Cadbury Dairy Milk, which is launching in the UK this month.

Dairy Milk
Updated Glass and a Half full logo

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.

New Dairy Milk packaging
New Dairy Milk packaging

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’.

Previous packaging, created by Pearlfisher in 2009
Previous packaging, created by Pearlfisher in 2009

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.

Dairy Milk range
Dairy Milk range

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.

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  • Gaston Ramirez November 30, -0001 at 12:00 am

    It’s easy to be critical of any major brand’s redesign, but I love this. It’s quirky, super simple and dosen’t take itself to seriously; just as chocolate should be. Perfect to usher CDM into a new era and help it find a new audience and draw it’s old consumers back. This shows how you move a brand forward whilst staying true to a brands heritage without dogmatic restraints of the old design (Unlike Bulletproof’s recent uninspiring Ritz redesign)

    If I were to be critical of it I’d say that the simplification and softening of the brandmark does make it feel a little less like the masterbrand it was, it’s almost reduced to the level of an own brand competitor. But as I said that is being over critical.

    Well done Pearlfisher. I can imagine you have a vary happy client. Shame Cadbury can’t trademark the purple now eh?

  • C G November 30, -0001 at 12:00 am

    Errrgh… who agreed for the Cadbury logo to balance/float over the dot of the ‘i’.

    They had to move away from the Wonka style type they ‘borrowed’ but the type throughout seems to be an afterthought.

    The icons are nice but seems like an already existing extension of the Cadburys Kids chocolate range… does the milk jug really have to be throwing up for people to acknowledge what it is… Shame!

  • Peter Scott November 30, -0001 at 12:00 am

    I personally really like this. I agree with CG re the Cadbury’s floating above the ‘i’ this could have been excited better but it’s not insulting the overall design.

    The new packaging is engaging, open, friendly and the small chocolate elements bring a sense of humour/playfulness to it. Again I agree with CG on the milk jug but still… it works. It could have been a lot worse.

    The designs have moved on the brand and stayed true to its heritage (Gaston). Let’s hope they’ve not played with the taste or indeed the size! Too many sweets are shrinking in size to increase profit margins.

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