Dairy Milk goes retro to celebrate centenary

by Nicola Clark, Marketing 23-Nov-05

Cadbury Dairy Milk is marking the end of its centenary year by reviving packaging designs from as long ago as 1905 on a range of products called the Centenary Heritage Collection.

The line, whose launch coincides with the Christmas season, includes a
centenary collection box with five 200g Cadbury Dairy Milk bars, each
with a different design, a twin-pack of chocolate bars, a centenary

collection tin and a branded mug pack. The products will be promoted as

part of the brand's Christmas portfolio.

Cadbury increased its promotional spend by £5m this year to
capitalise on the centenary of the Dairy Milk bar.

The company invested in new idents for its flagship Coronation Street
sponsorship and unveiled a range of new packaging formats, share sizes
and flavour variants under the Dairy Milk masterbrand.

The confectionery giant has also developed a strategy of creating a
branded 'purple patch' on store shelves.