Cadbury Dairy Milk refreshes its packaging

Cadbury’s flag-ship brand Cadbury Dairy Milk has refreshed its packaging. The chocolate major hopes that this change will lend a premium, international feel to the product. The new design is the international pack sold across the world.Pearlfisher is the design agency responsible for the execution of the pack's new look. The fine purple and gold packaging is meant to portray the rich and creamy taste of Cadbury chocolate. The new international pack retains the gold Cadbury logo.

Dec 18, 2009 08:00:00 AM | Article | Campaign India Team

Cadbury’s flag-ship brand Cadbury Dairy Milk has refreshed its packaging. The chocolate major hopes that this change will lend a premium, international feel to the product. The new design is the international pack sold across the world.

Pearlfisher is the design agency responsible for the execution of the pack's new look.

The fine purple and gold packaging is meant to portray the rich and creamy taste of Cadbury chocolate. The new international pack retains the gold Cadbury logo.

Sanjay Purohit, executive director- marketing, Cadbury India said,"The new international packaging while retaining the color purple, a color that has become synonymous with Cadbury, creatively works the other graphic elements. The gold Cadbury Logo embodies the premium and sophisticated eating experience of Dairy Milk, while the real chocolate chunk on the pack enhances its chocolate appeal. The new Dairy Milk logo against the all purple backdrop helps reinstate the goodness of milk in Cadbury Dairy Milk."

The chocolate that has a huge fan base across many countries aims to have a more integrated look and feel.