Cadbury Dairy Milk in an all new premium, international pack

Cadbury has repackaged its top-selling, flag-ship brand Cadbury Dairy Milk in, what the confectioner calls, "a brand new, premium packaging".

The change in packaging is the brand's first since 2003, when Cadbury made Dairy Milk into an umbrella brand by migrating existing brands Caramel, Wispa, Fruit & Nut, and Whole Nut as Dairy Milk sub-brands.

In fact, the entire Cadbury Dairy Milk range was given a packaging revamp incorporating a new "swirl" around the Cadbury signature logo accompanying the change in the company's name from "Cadbury's" to "Cadbury".

''The new international packaging while retaining the color purple, a color that has become synonymous with Cadbury, creatively works the other graphic elements," says Sanjay Purohit, executive director, marketing , Cadbury India.

Cadbury says the fine purple and gold packaging portrays the rich and creamy taste of Cadbury chocolate. The smooth and sophisticated eating experience of India's most loved chocolate brand is creatively conveyed in the new international pack with the gold Cadbury logo, it adds.

"The gold Cadbury Logo embodies the premium and sophisticated eating experience of Dairy Milk , while the real chocolate chunk on the pack enhances its chocolate appeal. The new Dairy Milk logo against the all purple backdrop helps reinstates the goodness of milk in CDM''Purohit adds,