Cadbury Dairy Milk Giant Buttons

Packaging - Branded Food

Pearlfisher

EXECUTIVE SUMMARY

Bitesize chocolate is a relatively small sector within the confectionery category – accounting for less than 9% of total sales. It's also dominated by long-established and well-understood brands, such as Maltesers, Minstrels and M&Ms. Yet in 2008, market leader Cadbury decided it was time to grow its share of the sector. Back then, Cadbury Dairy Milk Giant Buttons was the company's only presence among the top ten bitesize brands, and aimed predominately at children, they were totally out of step with the ‘grown-up fun’ feel of bitesize.

Cadbury's bitesize strategy was to relaunch Cadbury Dairy Milk Giant Buttons in hanging packs along with three new offers – Clusters, Peanuts, and Raisins. Together, they would create a broad and universal portfolio that would enable Cadbury to grow its share of the bitesize market. Pearlfisher was brought on board to redesign both regular Cadbury Dairy Milk Buttons and Dairy Milk Giant Buttons, with a view to making Giant Buttons more relevant to the bitesize market without damaging the child-friendly reputation of regular Buttons.