Case Study: Cadbury Celebrations Gifting Pack Redesign by Lokusdesign
Cadbury Celebrations Gifting Pack Redesign by Lokusdesign
Overview
Client
Cadbury India Ltd.
Agency
Lokusdesign, Pune
Project
Cadbury Celebrations Packaging Design
Redesign the Cadbury Celebrations packaging to elevate it as a preferred gifting choice, while remaining within cost constraints. The goal was to develop a gifting solution that resonates emotionally with Indian consumers and is visually and functionally superior to competing options.
1. Brand Marketing
Objective:
Redesign the Cadbury Celebrations packaging to elevate it as a preferred gifting choice, while remaining within cost constraints. The goal was to develop a gifting solution that resonates emotionally with Indian consumers and is visually and functionally superior to competing options.
Marketing Strategy:
• Strengthen Cadbury’s positioning as the go-to gifting brand for Indian festivals and personal occasions.
• Design a pack that conveys value, festivity, and emotional warmth.
• Highlight Indian culture, celebrations, and universal appeal through form and graphics.
2. Brand
Cadbury Celebrations’ Identity:
• Taglines:
• “Aisi mithaas, jo dosti ko banaye khaas”
• “Jisme rishto ki myths ho”
• “Har pal bane ek utsav”
• Embodies Indian festivity, warmth, and relationship-centric gifting.
• Trustworthy and nostalgic, yet evolving to stay aspirational.
Key Brand Challenges:
• Existing packs lacked visual impact and felt dated.
• Needed to stand out on shelves without additional wrapping.
• Should feel premium, festive, and retainable.
3. Competition
Direct Competitors:
• Nestlé
• Local sweet brands (Haldiram, Britannia)
• Kurkure (celebration packs)
Indirect/Category Competition:
• Greeting cards, flowers, perfumes, candles, accessories
Gifting Triggers:
• Budget, relationship, occasion
• Need for uniqueness, emotional connect, presentation
4. Consumer Insights
Target Segments:
• Occasions: Diwali, Rakhi, Birthdays, Anniversaries, New Year, etc.
• Age Groups: Kids, Teens, Adults (SEC A-B)
Gifting Motivations:
• To make a good impression
• Preference for visually substantial and reusable packs
• Seek novelty and trustworthiness in gift options
• Convenience of pre-packed gifting
Consumer Feedback:
• Packs felt too thin, lacked premium feel
• Desire for intuitive opening and attractive inner tray
• Expect surprise elements and presentation value
• Contents must match festivity and celebration feel
5. Packaging Structure & Graphics
Design Challenges:
• Maintain cost within 21% of production
• Improve structure and aesthetics
• Emphasize Cadbury brand while making gifting easy and festive
Packaging Structure Innovations:
• Introduced multiple unique pack concepts (flip lids, vertical boxes, sliding trays)
• Focus on self-standing packs, intuitive opening, reusability
• Harmonious tray layout with strong brand and festive cues
Visual Language & Graphics:
• Festive, warm colors reflecting Indian culture
• Balanced graphic intensity to support product visibility
• Emphasis on celebration, emotion, and brand presence
Guiding Principles:
• Packs must stand out in displays
• Intuitive, celebratory unboxing experience
• Structure must reflect strength, beauty, and gift-worthiness
6. Results & Impact
• Reinforced Cadbury’s leadership in the gifting category
• Created emotionally resonant packaging with reusable value
• Shifted perception from casual chocolate box to premium gift item
• Delivered cutting-edge, cost-effective designs that delighted customers and retailers alike
7. Conclusion
Lokusdesign’s redesign of Cadbury Celebrations gifted Indian consumers a visually striking, emotionally meaningful, and practically delightful packaging solution. By understanding the nuances of Indian gifting behavior, Lokusdesign succeeded in making Cadbury Celebrations a preferred choice for every celebration.
