Winners 2021/

Project: Cadbury Heroes

Client: Mondelēz International

Design: Design Bridge

Justifying its higher price point, the Cadbury Heroes ‘Games Edition’ sharing tin added real value through its distinctive design, elevating the brand’s offer and growing sales by 187%. 

With seasonal sharing booming year-on-year, Christmas is a crucial time for confectioners and Mondelez International wanted to premiumise its Cadbury Heroes sharing tin for 2019.

The design would have to capture the sentiment of Christmas, but also add value through its offer and expand occasion for chocolate tins from seasonal, to year-round gifting. 

Created in collaboration with Design Bridge, the Games Edition tin amplifies the brand’s positioning ‘Share Good Times’. Its striking dual-purpose is far more than just about the chocolate.

The tin justifies a premium price by incorporating a playable game within the embossed lid, tailored to the brand with challenges such as ‘Truth and Dairy Milk’ and ‘Wispa and Giggle’. Little additional investment was needed to deliver the tin’s interactive experience, as off-the-shelf packaging and a standard manufacturing process were utilised. The real value was added through the design and it enabled a leap in sale price of 35%.

The gift-worthy tin connected with consumers with its shelf stand-out and ‘keep-sake’ qualities, and despite only selling through one retailer, Mondelez doubled its seasonal tins business from 2018.