Starting in June, Cadbury unveils summer-themed packaging featuring four vibrant designs: deck chairs, umbrellas, kites, and inflatables. Each pack integrates innovative thermochromic technology, allowing the chocolate bar to reveal a blue hue when chilled, perfectly complementing the summer designs, such as the umbrella.
Retailers can order a mixed case that contains all four designs, with Cadbury encouraging consumers to collect them. This initiative aims to enhance consumer engagement and interest in food and beverage packaging this summer.
The launch also features a new Iced Latte flavour bar, which combines a rich coffee cream center with biscuit pieces. Like the other offerings, this product utilizes the same temperature-sensitive color-changing technology.
Each pack displays a striking message urging consumers to “Chill to Reveal” the design. This campaign strategically aims to reignite discussions about the best way to store chocolate, particularly during warmer months.
Mara Popa, junior brand manager for Cadbury Dairy Milk, noted that the goal is to remind consumers, “that chocolate is a great snacking option in the warmer weather.”
Paul Aikens, an expert in FMCG Marketing and Innovation with experience at Mars and Weetabix, views the use of thermochromic technology as an “interesting move” likely to “no doubt create consumer interest during the summer months when block chocolate sales would be expected to dip.”
He emphasized that despite maintaining their signature Dairy Milk branding and iconic purple color, this innovation introduces a novelty element to the category, effectively serving as a hook for positive media coverage.
Mark Field, CEO at Prof Consulting Group, echoed this sentiment, labeling the packaging as “disruptive” and asserting its potential to heighten consumer awareness through its visual appeal on platforms like Instagram.
Field further opined that the introduction of a coffee flavor, particularly in this increasingly popular market, is a strategic move for the brand.
David Thompson, founder of The Space Creative Branding and Marketing Agency, provided his perspective: “Cadbury’s has a recent track record of experimentation with their packaging. Their recent Made to Share campaign works off-pack as an idea, but as a pure piece of on-shelf packaging, it is less successful with little attention to detail in terms of brand stand-out and a lack of consistency in the use of brand fonts.”
“This latest idea falls into a similar trap. On shelf, it will not look much different from a regular Cadbury’s pack. The magic only occurs when the pack is chilled in a fridge. While numerous materials exhibit impressive innovations, such as heat-sensitive finishes that change color or packs activated by iPhone viewing, this execution appears gimmicky without enhancing the point-of-purchase experience.”
Lottie Unwin, founder of Up World and Brand Hackers, also considers the color-changing pack as a gimmick. However, she perceives it as “insight-led.” She noted, “As temperatures rise, fridge-stored chocolate becomes a treat, and this innovation encourages consumers to embrace it.”
Furthermore, she stated, “Future applications could be intriguing. Could this technology indicate if yogurt has been left out for too long? As with changes in plastics, the critical question to address is whether the benefits justify the sustainability impact.”
Both the Cadbury Dairy Milk Chill2 Reveal pack (110g, 21 per case) and the Cadbury Dairy Milk Iced Latte (122.5g, 17 per case) have a recommended retail price of £2.
