FutureBrand has been working behind the scenes with Cadbury to deliver two new products to the Cadbury chocolate range.
The first, Cadbury Wishes, has launched this month in partnership with the Make-A-Wish Foundation, with 10% of the profits going to the charity. The second, Cadbury Dairy Milk Bliss, is a new product targeted at young females.
The FutureBrand team worked closely with Cadbury on the new Wishes product. Each chocolate star, complete with bubbly centre, has a special wish engraved on the front for consumers to discover, emphasising the special and magical feel of the product and the partnership with the Make-A-Wish Foundation.
The concept was borne out of a creation camp for Christmas innovation after which the team worked closely with Cadbury to develop the consumer insight around purchase motivation for a product with a charity association as well as, the naming, the brand strategy and product idea.
The key was to developing Wishes was to be relevant for the festive period, but to give it life outside of the season and provide longevity.
The Wishes brand was brought to life through the identity and packaging, both of which communicate the notion of passing on good thoughts, feeling magical and something ‘a little bit special’.
In order to bring this to life 10% of the profits from Cadbury Wishes will go to the Make-A-Wish-Foundation, a charity dedicated to helping children and young people with life threatening illnesses.
Wishes has had a successful sell in to the trade and launches this month, with the support of a £1m campaign including experiential, press advertising, digital and in-store.
Simon Crowther, Christmas Brand Executive from Cadbury, said ”We are delighted and honoured to be partnering with such an inspirational and worthwhile cause as the Make-A-Wish Foundation. A truly inspirational piece of innovation.”
Adrian Goldthorpe, European head of Strategy & Innovation at FutureBrand said “This was a fantastic project to work on as the idea we created permeates everything from product to positioning to creative. We’re sure it will be a great success.”
The brief for the new Cadbury Dairy Milk Bliss product was to create a new offer that would appeal to young females and complement the existing Cadbury Dairy Milk design language. The chosen concept centered around the most pampered bar in the world.
The name needed to communicate the indulgence of the product experience, appeal to young females whilst also working with the Cadbury Dairy Milk brand portfolio.
A naming workshop explored options before a shortlist was selected and used in consumer research. Bliss was the outright winner.
FutureBrand developed both the naming and the packaging design for the new product, exploring four areas before deciding on the final design that encapsulated taste and provenance as a feminine treat as well as the Cadbury Dairy Milk brand values.
The softly flowing, feminine design is appealing to the target audience with a strong ‘indulgent’ message. While looking like a more indulgent treat, the design remains true to the Cadbury Dairy Milk range.
The gold foil packaging gives shelf standout whilst the proportions of the bar make it feel like a little treat. After successfully selling into the trade, Bliss will launch in October 2010
Luciana Andreoni, brand manager for Cadbury Dairy Milk says, “We believe that everyone deserves a little pampering after a busy day. By launching new Cadbury Dairy Milk Bliss we are giving people the chance to take time out to enjoy their favourite chocolate, with the addition of a delicious vanilla mousse centre."
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Notes to Editors
For press queries contact Melanie Bigoni + 44 20 7067 0227 email@example.com Website: www.futurebrand.com
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