A Look Into Cadbury’s New Design
Friday, May 22nd, 2020 | 261 Views
Mondelēz International has partnered with SGK to deploy the redesigned Cadbury brand in APAC. Lets look at the few key strategies to achieve efficiency across its marketing ecosystem via this partnership:
A Collaborative Mindset
For the Cadbury relaunch, it required SGK to collaborate with Mondelēz stakeholders, their design agency, and print partners to identify critical elements that would impact the final printed packaging. Approximately 48 different print options were prepared to explore and achieve the original design intent.
David Pegg, Mondelēz’s Design Operations Lead, AMEA, noted that “SGK have been very proactive aligning and effectively communicating the process to the various Mondelēz markets and also within their own production centres across our AMEA region. I’d like to congratulate the team for delivering the project within the launch timelines for ANZ with further roll outs planned for SEA, South Africa, and Egypt in 2020.”
A Consultative Approach
Implementing an efficient marketing ecosystem requires a consultative approach to all aspects of the process, and continuous improvements. For Cadbury, this meant preplanning and addressing all of the detailed technical specifications of the brand while respecting the creative strategy that Mondelēz and their design agency developed.
SGK paid special attention to technical specifications so that we could achieve print consistency across the Australia and New Zealand (ANZ) Cadbury markets—ensuring clear definition of the iconic Cadbury purple colour and key brand assets. This focus on accuracy was reflected not only through packaging but also across the Cadbury ecosystem, including digital platforms, social media, and eCommerce content, as we rolled out more than 70 items within the ANZ market.
An Efficient partnership: Mondelez, SGK, Design Agencies and Printers
The final piece to an efficient marketing ecosystem is an efficient partnership, one that anticipates challenges in advance to enable higher productivity across the supply chain. For Mondelēz, this meant recognising and mitigating print challenges before they occurred.
“We had a clear goal in mind,” says Nina Butt, SGK’s client engagement director, APAC/MEA, “to ensure consistency in the created artwork and prepress files across all markets and to preserve the integrity of the new design throughout the production process.”
SGK’s team in ANZ undertook a detailed process of preparing scatter proofs, working with printers, and educating them on technical aspects during the production process to avoid costly interruptions on press. Evaluating the print execution helped reduce the overall print costs for Mondelēz, created efficiencies at the print partners, and ultimately kept to the timeline for the launch.
The specific components for an efficient marketing ecosystem can be different for every brand owner. For Cadbury in APAC, the components focused on colour and print accuracy to drive brand consistency across markets.
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