Activation of a limited-edition pack celebrating 200 years for Cadbury

Case Studies

25th July 2024

Chris Peach

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3 minutes read time

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Activation of a limited-edition pack celebrating 200 years of one of our nation’s favourite chocolate bars.

In 2024 Cadbury Dairy Milk celebrates its 200th birthday. But how could packaging be used to support a broader comms campaign? Two limited-edition design concepts were developed in celebration, both drawing on the heritage of the brand.

The designs were tested using our Agile PACKMASTER tool, allowing for quick turnaround insights around shelf standout, communication of proposition and ability to drive purchase interest.

One week later, our work revealed how drawing on the brand’s assets delivered visibility at shelf despite using a variety of historic pack designs. This collection of designs were felt to be visually appealing and ideally suited to celebrating the occasion and so playing a central role in communications around the event. Following our recommendation, the limited-edition packs have been successfully launched as part of a wider 200-year celebration!

Agile PACKMASTER was a perfect fit for this project. We’ve received exactly what we needed – clear and actionable recommendations, quick turnaround, end-to end support and expertise from the team from brief to results. All of it helped us shape the success of this on-pack activation

Irina Vodovitskaya, Manager Insights & Analytics Confectionery UK&I

Written by Chris Peach Email Chris Peach

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Activation of a limited-edition pack celebrating 200 years for Cadbury

Activation of a limited-edition pack celebrating 200 years of one of our nation’s favourite chocolate bars.

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