Old Gold: Rebrand

Cadbury, the chocolate manufacturer, revitalised its Old Gold brand in the Australian market with a successful packaging design, recouping investment after just four days and restating its appeal to a wider audience.

Executive Summary

"Aussies and Kiwis have been enjoying Cadbury for more than 100 years, so we recognise the value of an amazing heritage brand like Old Cold. During these challenging times, people are turning to familiar brands they trust, so it was important to modernise Old Cold in a way that was true to the core characteristics of the brand.

"The agency partnered with us to carefully and successfully deliver a refreshed identity for Old Cold which recognises the importance of the brand in defining the taste of dark chocolate for so many Aussie and Kiwis, while enhancing its relevance...

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