The Dieline Awards: Third Place - Food C - Cadbury Buttons

Entrant: Pearlfisher

Country: UK

Description:

“The redesign on the Dairy Milk Buttons brings a real sense of magic to these iconic products. Simple, playful and child-friendly, the packs use familiar animals (a monkey, cat, pig, owl, panda and penguin) with the product as ‘button’ eyes.

The ‘button’ eyes have then been taken and used as the focus of the Giant Buttons packs – representing a purer version of the same simple idea, with two huge eyes peering from the packs.

The bright, engaging colours work over both Cadbury Dairy Milk Buttons and Giant Buttons to enhance the playful spirit of the brand. The ever-present iconic Cadbury colour is obvious but also not obtrusive.”

Marketing Objectives:

“- Strengthen stagnant position in the market place. - Open up target audience over and above Mums, to young women and mums buying for themselves rather than for their children. - Refresh a neglected design but iconic brand.”

Previous design and additional image after the jump.