The agency was tasked with creating a chocolate variant that would "disrupt category conventions while remaining true to the brand's essence". Cadbury Dairy Milk Marvellous Creations is sold in two flavours – Jelly Popping Candy Shells and Cookie Nut Crunch.
Lauren Connor, associate design director at Bulletproof, said: "The studio buzzed with excitement when the Cadbury Dairy Milk Marvellous Creations brief arrived. Not only because of the great tasting product but also because of our proposed 'Carnival' design direction. This area is bursting with weird and wonderful imagery and ultimately inspired our final design solution. The packaging gives the impression that the carnival has just rolled into town with the promise of marvellously strange flavour combinations."
Anna Bouriak, account director at Bulletproof, added: "It is always exciting to participate in a brand's development from such an early stage and this project had the whole team gripped from the start. Our challenge was to capture the magical world of Joyville in a bar. Through a series of collaborative strategic workshops, we developed an engaging brand story and a range of range of potential brand positionings."
