Robot Food redesigns Cadbury Cake Bars packs

The agency was tasked with repositioning and re-establishing the brand as a more ‘grown-up’ treat.

The new designs introduce a more defined, better balanced pack hierarchy to encourage stronger brand recognition.

Both the Cake Bars sub-brand and its variants are championed on front of pack and framed by Cadbury’s distinct core purple colour.

Key light photography and subtle flashes of glowing neon bring a grown up glamour to the product that suggests its new occasion, while the strapline “Loaded with Lovely” speaks to a more mature audience in a tone of voice that is distinctly more joyful.