By bringing to life the joyful character of over 50 variants, we created a dynamic, living and experiential identity – that goes beyond traditional taste expressions – to engage audiences on many levels and extend into various digital platforms.
Rooted in a playful, creative concept of ‘say what you see,’ our strategy boldly celebrates the self-assured essence of Cadbury. The design breathes life into a captivating ensemble of emotive characters. Each character boasts a distinctive personality, capable of coming to life across all brand touchpoints. The product takes centre stage for Cadbury Buttons and Giant Buttons, aligning with a simple and universally appealing concept that amplifies its joyful spirit. Our design system achieves global recognition while remaining adaptable to local preferences and cultural nuances, thus amplifying joy throughout a cohesive brand portfolio.