Cadbury package scores a slam dunk

Adding to its Mr. Big™ candy bar’s already larger than life image, Toronto-based Cadbury Trebor Allan recently added National Basketball Assn. player Vince Carter to the Mr. Big label for a special promotion. 

Adding to its Mr. Big™ candy bar’s already larger than life image, Toronto-based Cadbury Trebor Allan recently added National Basketball Assn. player Vince Carter to the Mr. Big label for a special promotion. “In our minds, Vince Carter is Mr. Big because of his status as one of professional basketball’s top players and for the philanthropic efforts of his charity, the Vince Carter Embassy of Hope Foundation,” says Peter Widdis, brand manager for Cadbury. “It was very important that the graphics reflect his all-star image.” The graphics, designed by FutureBrand (New York, NY), include a predominant red Mr. Big logo across the length of the bar, and Carter’s signature and jersey number on the lower right corner. Three different variations of the label feature Carter in a variety of action poses. Sonoco (Hartsville, SC) gravure prints the Trespaphan SHH 50 oriented polypropylene wrapper in seven colors. A lacquer is added to the pearlescent white film to make the red, gold, and blue graphics stand out. Sonoco also applies a cold-seal adhesive in-line as the final step in converting the film. “Sonoco’s graphics team worked closely with us to make the images of Vince as lifelike as possible. And they scored—Vince literally leaps off the package,” Widdis says. Released in early September, the promotional candy bars will remain available through the 2001-2002 NBA season.