Cadbury Dairy Milk Refreshes Packaging

Cadbury Dairy Milk has rolled out a playful packaging for its variants Fruit and Nut, Crackle and Roast Almond. Speaking to BW|Businessworld on the creative forces and the consumer insights behind the new ‘say what you see’ packaging, Siddhartha Mukherjee, Director - Chocolate Category & Media, Cadbury India said, “The primary driver of the change was to reinforce the whole positioning of joy, of irreplaceable joy, based on global consumer feedback.”

Apart from the design change, the new moulds of the variants have more rounded edges against the current square cubes, in line with the latest kind of international moulds on Cadbury Dairy Milk chocolates. The current change basically implemented on Cadbury Silk in 2013 and it is now being implemented across the base range in 2014.

The new packaging retains the dominant purple colour, a glass and a half of milk though the actual tonality of the design is now more colorful. The new design has conversational style to the designs. For example, the Fruit and Nut, conceived by the brand as the most representative of the designs have the ampersand with the nut and fruit trapped within it.

The fundamental purpose of the design change is to refresh the brand and to keep it more contemporary, says Mukherjee. The purpose of the design change is to engage the consumer more deeply and doesn’t necessarily have a very clearly articulated commercial purpose.

Asked if the brand plans to launch any low price unit packs of its high cost variants like fruit and nut, roast almond and crackle, Mukherjee says, “There are no plans as of yet. These variants are not something that we would use to penetrate market but to expand the repertoire, and expand the range.” The pricing on fruit and nut, roasted almond and crackle is not something that is necessary because these are really adding to the repertoire of the existing chocolate users. In terms of a consumer’s progression into the chocolate category, they first kind of get used to the taste of plain chocolate and then they almost graduate to variants as to expand their repertoire.

Asked about their major investment plans in the coming quarter, Mukherjee says, “We are investing heavily behind giving out a lot of visi-coolers to our key retailers to ensure that the product is sold and stored in the right conditions even at the store levels.”

Talking about Cadbury’s expansion plans in Indian market, Mukherjee said that the low unit price packs of plain Dairy Milk give the first taste of chocolate to many young and rural consumers. The brand intends to continue with their current focus across cities, small town and rural areas as it is yielding good dividend. Rural areas contribute to 10 per cent of the total sales of the brand, which enjoys the largest share of the Chocolate market of the country.

There is no change in pricing with the new design changes.