Pearlfisher Partners With Mondelēz International to Create Cadbury Glow
Mondelēz International, in collaboration with Pearlfisher, Air Innovation and Multi Packaging Solutions, has created Cadbury Glow, a new premium gifting range. Pearlfisher’s work spans brand strategy, brand architecture, brand identity and graphic packaging design.
With a brand like Cadbury, that has an emotional, approachable and warm relationship with consumers, Mondelēz International saw a clear opportunity to re-frame the category by developing a new proposition and pack design for thoughtful givers.
Rory Fegan, Pearlfisher Brand Strategy Director, comments: “Cadbury is an iconic brand full of generosity, playfulness, optimism and pioneering spirit. As a brand that shares so many attributes with the wider gifting category, their opportunity was to create a gifting concept and a new range that would assert the brand’s position as the creator of premium gifting chocolate.”
He continues: “Whilst the competition was all about giving gifts to impress, we understood that the thoughtful gifters Cadbury were trying to attract were those who seek to enrich the lives they touch, choosing gifts to reveal something of themselves and what their loved ones mean to them.”
Debuting first in India, Cadbury Glow is an all year round gift that first launched to coincide with Diwali. Sarah Cattle, Pearlfisher Creative Director, comments: “By referencing Indian tradition in a contemporary way, the new design creates the future of traditional gifting – reimagining rituals rather than reinventing them.”
She adds: “Inspired by the idea of beautiful from the inside out, our design essence ‘Glow on’ has influenced a design that is alluring and impactful from the outside but reveals layers of meaning on the inside. For example, the bespoke gold typeface of the new identity radiates from the inside out, the deep purple of the colour palette leverages the core visual equities of the Cadbury brand while the sophisticated touches of gold amplify the premium nature of the brand.”
Cadbury Glow is now available throughout India.
