Mondelēz International (Malaysia) has given its iconic brand Cadbury Dairy Milk a fresh new brand identity with new packaging that includes a redrawn wordmark, new iconography, new typography, Cocoa Life, and Mindful snacking guidelines, which highlights the company’s commitment to sustainability, Mindful snacking and high quality ingredients. The new brand identity was first launched in Australia in April, followed by South Africa. Malaysia is the first market in South East Asia to adopt the renewed look this year.
While the nation’s favourite chocolate brand under Mondelēz International has been serving Malaysians with delicious treats for over 70 years, Cadbury Dairy Milk’s history dates back to as early as 1905. John Cadbury gave a glass and a half of milk in every chocolate bar, instead of the standard one glass, creating the classic smooth taste that people now know and love. As Cadbury Dairy Milk continues to evolve over the decades, its iconic Glass and a Half logo remains a cornerstone symbol of the brand’s intrinsic goodness and generosity. In the refreshed identity, the logo now links directly with the chocolate chunk to emphasize the brand’s belief that There’s Goodness in Everyone and to highlight the quality of ingredients.
Vikram Karwal, Associate Director, Marketing Chocolates SEA, Mondelez International says, “Malaysia is a key market and our iconic Cadbury Dairy Milk chocolate is loved by Malaysians. We’re excited to share our new look and distinctive brand packaging here first. Over the last few years, we have been reconnecting with our roots and bringing our founding values to life in a relevant and engaging way for today’s consumers. That is why the new identity is grounded in the original intent behind the brand’s purpose of spreading generosity and celebrates our unique product credentials and iconic distinctive assets in a modern way.
The Cocoa Life sustainability programme has been integral to the brand for the past eight years, helping to train 140,000 cocoa farmers to look after the environment; helping to plant 1.2 million trees in cocoa regions across the world and helping to ensure cocoa farming is a viable livelihood for the community.