FDBusiness.com

Confectionary group Cadbury is introducing a more “accessible” Dairy Milk wrapper design on its bars this month as it aims to align the product more closely with its new “informal” marketing campaign.

It’s the 23rd time that Dairy   Milk has been repackaged over the 108 years since the chocolate bar was first introduced and it adds more vibrant colours and a new font style into the mix.

The Cadbury Glass and a Half wording is retained but the representative flavour images are new, as is a QR code enabling smartphone owners to view associated video content. First to arrive on UK supermarket shelves are revised Cadbury Dairy Milk, Dairy Milk Whole Nut and Dairy Milk Fruit and Nut, with other flavours – Caramel, Snack, Top Deck and Min Crisp – to follow, both domestically and internationally.

New Diary Milk Wrapper

A high-level promotional strategy accompanies the new Dairy Milk wrapper roll-out programme. This focuses on social media platforms including Twitter, Facebook and Google+ .

The redesigned product’s arrival on the scene comes hot on the heels of a recent court ruling. The Court of Appeal’s decision was the latest twist in a saga initiated five years ago, when Cadbury tried to trademark Pantone 2865c – its distinctive purple shade. Initially, it managed to win these rights but, last month, the decision was overturned after Nestle appealed it.

“Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, worth more than £500m, with a heritage stretching back more than a century”, said Dairy Milk brand owner Mondelēz International’s marketing director, Matthew Williams.

“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.”