Brand refresh: Why Cadbury picked Australia for new global logo launch starting with Dairy Milk Marble
Both the brand’s Cadbury logotype and Glass and a Half logo have been redesigned under this brand refresh. The differences between the old and new logotype are subtle yet apparent at a glance (see picture above), and Cadbury hopes that this refresh will reinforce consumer confidence in the brand, starting with Australian consumers Down Under.
“It’s a change that builds on familiar elements of the much-loved Cadbury identity,” Associate Director of brand equity for Cadbury ANZ Anthony Ho told FoodNavigator-Asia.
“[The logo’s] new look and feel includes a redrawn wordmark and new typography that aims to reinforce the distinctive Cadbury Dairy Milk look and feel at a time when consumers want authentic, high quality products they can trust.
“[We chose to launch this new branding in Australia first because] Cadbury is a much-loved brand with over 100 years of heritage in [here], and there have been a number of examples of Cadbury launching innovations here first.”
Cadbury chocolates also carry a Glass and a Half logo, which is intended to represent the generosity in all the brand says and does, and has also been redesigned so that it links directly with the chocolate chunk in order to ‘further emphasise the quality of the ingredients and the classic creamy taste of Cadbury Dairy Milk’.
“The new packaging will be rolled out over [May and June] to the whole Cadbury Dairy Milk range as our Cadbury factory in Tasmania makes different batches of each Cadbury Dairy Milk block in the range. We expect all of the range to feature the new packaging before the middle of the year,” said Ho.
Bringing back the Marble
The first Cadbury product to carry the new logotype and logo will be Cadbury Dairy Milk Marble, a combination of Cadbury Dairy Milk milk chocolate and swirls of Cadbury Dream white chocolate with a hazelnut praline centre.
Mondelez halted Cadbury Marble sales in 2012, but has decided to bring it back this year after receiving numerous requests from consumers.
“We’ve brought Cadbury Marble back because it’s the number one product Aussie chocolate fans have been demanding return to supermarket shelves. We heard the call from consumers who have been asking us to bring it back via social media for years,” Cadbury spokesman Jake Hatton told us.
“The chocolate R&D team member that did so much of the work to develop the original Cadbury Marble block is now the head of our Chocolate R&D team and played a pivotal role leading the team that has brought it back.
“Cadbury Marble is available at supermarkets and other retailers across Australia with a recommended retail price of A$5 (US$3.45).”
Cadbury Marble is leading the new branding launch worldwide, but this charge will likely be led by other Cadbury Dairy Milk products as the change proceeds as Cadbury Marble is, so far, unique to Australia.
No specifics have been released so far, but South Africa and Malaysia will see the branding change later this year, whereas other markets will launch in 2021.