Cadbury Amaze Bites

Positioning, Naming, Branding & Packaging

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Karmel, our Premier Foods client, said,

“Can you create a brand for our new shareable Cadburys cake bites product? Please dial up the Joy!”

The name came first. After one taste of these double-blended delights, someone blurted out ‘Amazing!’ This quickly became Amazebites, setting the tone for the design strategy.

For maximum shelf-shout, we ramped up the shareability and Joy (Cadburys’ core brand proposition) with unmissable typography and a bold tone of voice. Aimed mainly at women, the seriously moreish treats are loud enough to advertise themselves, and luxurious enough to wait until the kids are in bed.

We amended the core design to ‘Silent bites’ to compliment a limited edition raspberry recipe, for a little bit of festive fun.

£5 MILLION RSV WITHIN THE FIRST YEAR ON SHELF

“I’ve worked with lots of design agencies and I wanted to feedback how impressed I am with your creativity, account handling, costing, and your complete level of customer service.”

 

Karmel Maletta – Innovation Controller, Premier Foods
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