Winners 2022/ Silver

Project: Old Gold Rebrand

Client: Mondelēz International - Australia

Design: Bulletproof

The average price of Old Gold’s dark chocolate products increased 8.5%, and its reliance on price promotions reduced, following the launch of its fresh new design. 

With a loyal but ageing fan base, Mondeléz International’s classic, Aussie chocolate brand had needed to find relevance with a younger generation. By taking Old Gold’s existing strengths and amplifying them through a contemporary identity and pack design, the heritage brand has been revitalised, standing out in store.

Previously research had showed one in three people would not consider purchasing Old Gold, but once its fresh new look by Bulletproof hit stores, the brand recruited 9% more younger consumers within 12 weeks. 

Celebrating the brand’s much-loved ‘chocolate chunk’, the premium and distinctive look of the new packaging is easier to spot on shelf. By respecting the equity built into the 100+ year-old brand, the design also helped Old Gold retain and grow its existing consumer base.

Shoppers have found it easier to navigate across the variants as a result of the new design framework. This also provided a platform for Old Gold to extend its range and expand into more segments, opening up commercial options which was a key part of the original brief. 

15 months on from redesign, over 336,000 extra households were buying Old Gold. And these sales were highly incremental, with the brand drawing in new shoppers rather than cannibalising from other SKUs within Mondeléz’s range.