Cadbury Éclairs launches sophisticated new look
This month Cadbury Éclairs, the nation’s favourite chocolate éclair, is receiving the star treatment it deserves with a sophisticated new look.
This month Cadbury Éclairs, the nation’s favourite chocolate éclair, is receiving the star treatment it deserves with a sophisticated new look.
The new packaging design will run across all Cadbury Éclairs products including bags, cartons and rollpacks, and will feature a swirling caramel and purple design, representing the unique ‘journey to the centre’ that only Cadbury Éclairs can deliver. The new design will be brought to life with an indulgent matte finish, which is a first for Cadbury Éclairs.
The new pack design will feature the Cadbury brand, and emphasise the elements of the product that consumers love – the creamy caramel and Cadbury chocolate centre. With strong brand loyalty and the highest awareness of any candy product on the market [93%], the packaging re-design will give Cadbury Éclairs a fresh new look, and strengthen the brand’s leadership position.
As part of Cadbury’s status as the Official Treat Provider of the London 2012 Olympic Games and Paralympic Games, the new pack design will also feature the LOCOG (London Organising Committee of the Olympic Games) logo. To support the re-design, Cadbury Éclairs will feature online in the Cadbury Spots v Stripes London 2012 website shortly after launch, in early September 2011.
Richard Marles, Brand Manager for Cadbury Éclairs, said: “Cadbury Éclairs are well loved by consumers who feel that the Cadbury chocolate centre really gives the range a unique edge. Consumers view Cadbury Éclairs as an indulgent treat so by updating the packaging to have a more sophisticated and indulgent look, we have ensured maximum appeal and visibility on shelf.
“To make the most of this, retailers should display Cadbury Éclairs in a prominent position on fixture to capitalise on the increased interest the new design will cause.”
Source: Cadbury
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