Time to share Cadbury Dairy Milk Pebbles
Last summer, Mondelez International approached Taxi Studio to create the packaging design for their exciting
new tasty treat – recently launched throughout the UK.
Introducing Cadbury Dairy Milk Pebbles, a fun new way to share the nation’s favourite chocolate. The
colourful, pebble-shaped bites of delicious Cadbury Dairy Milk are coated in a crispy shell and live in a handy
sharing bag. Pebbles seek to celebrate shared moments and the joy of being together.
Once the brand’s positioning was agreed, Taxi Studio was called upon to provide packaging ideas for this
new product to be submitted into research. Taxi’s initial design really resonated with consumers, and remains
largely unchanged from the final round of research. Creative Director Ryan Wills said: “Given the timescales, the team came together and generated lots of great ideas. Being inspired by ‘the joy of togetherness’, we quickly brought the ideas to life in compelling ways – we really relished the challenge.”
Sally Barton, Brand Manager for Cadbury Bitesize said: “We’re over the moon with the Pebbles design – the
concept lends itself to remarkable activation potential, which Taxi brought to life in abundance for our internal
launch to our sales teams. We’re extremely excited and proud to add this new product to our portfolio.”