It was tasked with creating updated branding to cater for over 50 global variants of the product.
Jonathan Ford, Pearlfisher chief creative officer, said the creative approach is a balance of measured change and a globally creative big idea.
"Our design essence 'See the joy' sits at the heart of the new brand world which revolutionises the expression of the Cadbury Dairy Milk variants, replacing product shots with imaginative, joyful expressions of each flavour and key ingredients."
Ford added the Dairy Milk logo has also been updated, creating a more 'joyful expression' of the brand.
Custom typography has also been created for each variant.
Nikhil Rao, Cadbury global brand equity director at Mondelez, said the design had to be more contemporary and ultimately, better help for shoppers to navigate through the range and chose the right product.
"Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper experience," he said.
The design agency created the 'a glass and half of milk' branding for Dairy Milk in 2008.
