Bulletproof Makes The World Marvel For Cadbury Dairy Milk’s New Chocolate Bar

15 Apr 2013 --- Mondeléz International (then Kraft Foods) invited Bulletproof to collaborate on the launch of a new chocolate variant that would disrupt category conventions while remaining true to the brand’s essence.

Cadbury Dairy Milk’s ambition was to create a total experience amongst consumers, from first seeing the chocolate bar on shelf to eating the last piece. The new chocolate would combine unexpected ingredients we know and love, coated in delicious Cadbury Dairy Milk and shaped into a new format.

Bulletproof was keen to ensure that all elements of the NPD proposition were aligned to create a clear concept, with end-to-end integrity. All aspects of the brand and product were considered: branding, design aesthetic and packaging for the chocolate bar.

Anna Bouriak, account director at Bulletproof, said: “It is always exciting to participate in a brand’s development from such an early stage and this project had the whole team gripped from the start. Our challenge was to capture the magical world of Joyville in a bar. Through a series of collaborative strategic workshops, we developed an engaging brand story and a range of range of potential brand positionings.”

 Lauren Connor, associate design director at Bulletproof, adds: “The studio buzzed with excitement when the Cadbury Dairy Milk Marvellous Creations brief arrived. Not only because of the great tasting product but also because of our proposed ‘Carnival’ design direction. This area is bursting with weird and wonderful imagery and ultimately inspired our final design solution. The packaging gives the impression that the carnival has just rolled into town with the promise of marvellously strange flavour combinations.”

Cadbury Dairy Milk Marvellous Creations will be sold in 2 flavours – Jelly Popping Candy Shells and Cookie Nut Crunch. The product is to be launched in the UK next month*.

Cadbury Dairy Milk Marvellous Creations was first launched in Australia last year and Bulletproof was responsible for the design for this also.