By tapping into Australians’ pride in their country, a limited-edition design helped grow Cadbury Dairy Milk’s core range value sales 9.7% on the previous year.
Having opened its first factory in Australia in 1922, Cadbury was celebrating 100-years of making chocolate in the country. Mondelēz saw opportunity to leverage this milestone to strengthen the brand’s status as a national icon.
Delving into Cadbury’s rich history in Australia, Bulletproof translated the role the brand has played in Aussie lives into a limited-edition series for Dairy Milk chocolate. The Decades design, activated across packs and point of sale, celebrates Cadbury’s place in the national fabric and reinforces its quality credentials.
Illustrating Aussies’ connection to Cadbury, an iconic moment from each decade flows naturally from the brand’s Glass and a Half logo on each of the ten packs, with an eleventh design also created to mark the anniversary. Dairy Milk’s Brand Power and market share both increased by +4.0pp following the centenary packtivation in February 2022.
The series’ collectability and relevance to multiple generations saw average purchase weight increase by 6% per shop, and the design has attracted a large base of new shoppers to Dairy Milk and also to the category. 75% of growth was incremental to Dairy Milk Blocks and 36% was from people who had never bought chocolate blocks before.