Imagine a new fun and imaginative CADBURY chocolate product that will bring joy to everyday indulgence moments.
CADBURY is a chocolate brand that is known and loved all over the world.
In the US, CADBURY chocolate has a more limited portfolio of chocolate products and is particularly popular during Easter season with its range of CADBURY CRÈME EGGS and CADBURY MINI EGGS candy that unlock a playful spirit. Once the Easter season is over, people in the US often switch to other chocolate brands for their everyday indulgence moments. They think that CADBURY candy is only for Easter, and that its everyday bars lack the fun experience of the Easter eggs and don’t fit with their everyday chocolate needs.
US Consumers love that the CADBURY brand makes high quality chocolate accessible for everyday enjoyment. They enjoy the delicious creamy milk chocolate, unique design and creativity and fun that it brings to life. They also appreciate that the CADBURY brand is premium in quality but not in price.
Today the CADBURY brand needs your creativity as an invited participant to design innovative product ideas that would bring the excitement and inspiration of CADBURY chocolate into everyday life in the US. Can you help?
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The target audience for this challenge are carefree indulgers – people age 25+, mostly women, who don’t need a reason to indulge, and seek moments to feel carefree and make each day worth celebrating. They believe that life is too short to wait for happiness and joy. They choose to stop and enjoy the small moments, have fun and find a way to make each day worth celebrating.
The CADBURY brand is recognized to define a midpoint between mass and premium and to integrate the quality of more premium brands with the fun of a mass chocolate brand.
The CADBURY brand’s quality is about:
- Excellent taste, creamy and sweet, NOT a premium price
- Fun and engaging chocolate experiences, NOT complex or boring taste experiences, poor texture
- Being approachable, having a mass appeal, NOT being exclusive, premium, pompous
- A special treat for everyone, NOT being just a ‘me, my reward’ treat
- Distinctive CADBURY purple & gold colours, colorful and lively design, NOT being busy, dull or antiquated
No Go’s
- Seasonal focused (chocolate that only work in specific seasons or for specific holidays)
- Healthier perceived chocolate products (based on natural and healthy ingredients)
Go’s
- Should incorporate a playful, fun or imaginative element
- Should embody The CADBURY brand’s quality
- Should have strong appetite appeal
Please describe and Illustrate your product idea and answer to the following mandatory questions:
- What is the frustration or need your idea addresses? How?
- How does your idea incorporate a fun or imaginative element?
- When would someone choose to eat this product? Why would someone choose to eat this product?
Awards:-
- #1 Prize €1,500
- #2 Prize €1,100
- #3 Prize €500
Deadline:- 12-11-2021
