- Brand Strategy
- Packaging
- Rollout, Print & Production
Old Gold is a traditional favourite in the Cadbury portfolio.
Balancing old and new
Dark chocolate was experiencing a resurgence due to increased awareness about the health benefits - as a result Old Gold was being squeezed. Our task was to develop a strategic platform and give the packaging a bright new look. The big idea was created around 'new authenticity' and the story of how the ancient Mayans used cocoa beans as a source of currency traded for gold. This allowed the design to build on the brand's heritage in chocolate expertise while at the same time introducing a new story relevant for today's market.
Leveraging pure gold
An iconic new look was developed that centred around a block of gold, with an ownable brand mark. Atmospheric photography using gold dust was used in addition to Cocoa symbols and a brand story on back of pack to build on the sense of authenticity.
Striking gold
The new design has made a significant impact on shelf with initial sales results moving in a positive direction.
