The premier gifting brand Cadbury Glow from Mondelēz Intl. is making its debut in India with its innovative packaging— a treasure chest of luxurious pralines with chocolaty filling; features that will make every moment glow.
Packaging Digest caught up with Gil Horsky, senior innovation mgr. and Julian Sellers, senior group leader, global chocolate packaging to discuss the packaging structure and design for Cadbury Glow.
What is the motivation behind Cadbury’s recent activity in introducing new products/packaging?
Mondelēz Team: The company has a strong innovation pipeline and is committed to launch new innovative products and packaging for its power brands, including Cadbury. With the recent launch of Cadbury Glow, being introduced first in India, Mondelēz Intl. combined its deep consumer insights, global expertise in chocolate and breakthrough innovation capabilities to develop luxurious chocolate pralines with an indulgent chocolatey filling that are superior in terms of taste and packaging. Cadbury Glow represents the ideal expression of love and emotions for the special people in one’s life.
What design trends does your packaging set in the confectionary market?
Horsky: Cadbury Glow competes within the Chocolate Gifting segment, in which historically most brands and pack designs were trying to convey premium cues by being exclusive, distant and at times even pretentious. With a brand like Cadbury, that has an emotional, approachable and warm relationship to consumers, we saw a clear opportunity to re-frame the category by developing a new proposition and pack design for thoughtful givers who want to gift their nearest and dearest an emotional and expressive gift.
Staying true to this philosophy, Cadbury Glow is filled with little details that are symbolic of the care that went into creating it. The chocolate pralines are crafted in Europe, and special attention has been taken post production in designing the packaging, making it more than just a chocolate and something truly worthy of gifting to a loved one.
Describe packaging components of carton board by vendor(s) and specification (or structure/polymer, size, style). To what degree is each custom?
Sellers: Developing Cadbury Glow created several technical challenges that became a priority focus after the consumer research. The individual fitment designs are particularly notable because they are not only made from cartonboard instead of the traditional thermoformed plastic but they hold the praline securely in a horizontal, vertical and upside down position. We are delighted to deliver a pack that stays true to the original concept.
Using laser scribing technology, the film is flow wrapped around the individual pralines to accentuate the curved shape of the praline. When the consumer initiates the opening of the film, the tear carefully follows the pre-scored laser line revealing the praline beneath. Opening the packaging this way is satisfying and allows consumers to take their time and enjoy the moment to reveal the chocolate.
The elegant pack design is made from metallized cartonboard with a number of premium finishes and effects including shimmer varnish, spot gloss and embossed and debossed details. The long, shimmering sleeve with ribbon detail evokes premium cues with no raw edges and neat, strong creases that further promote the quality of this new brand.
Once the sleeve is removed, a gold treasure chest is revealed with the signature ‘Cadbury Glow’ emblem stamped onto the right door. When opening the two hinged doors, the consumer reveals four columns of individually placed pralines that glow like jewels in the treasure box. The pralines are placed in individual cartonboard fitments that are designed to hold the praline at the waist, showing the consumer the beautiful bow-like shape of the primary packaging.
Once opened, the treasure chest becomes a unique center piece for sharing with loved ones or savoring these precious chocolates as a special treat.
What were the key goals and requirements from a marketing view? From a packaging view?
Mondelēz Team: Our mission was to create an expressive chocolate brand that is as beautiful on the inside as it is on the outside. Cadbury Glow has been inspired by the warm glow of happiness that comes from seeing dear ones light up with happiness when they receive a special gift. In a busy world where emotions are forgotten and people have less time for their near and dear ones, Cadbury Glow aims to empower people with a thoughtful gift to show how much they care.
The beautiful gold and purple packaging of Cadbury Glow is reminiscent of a treasure chest that glows from the inside out, filled with delicious chocolate pralines that would leave a precious feeling to the special people in one’s life.
To make the gifting experience truly personalized Cadbury Glow also launched a unique gifting website that allows givers to add a personal touch to their gift of Cadbury Glow by writing a personal note, sending a lovely song or experiencing again fond memories by videos and photos.