New tins tap into the brand’s heritage to create a distinctively vintage look
Mondelez has partnered with Crown Aerosols & Promotional Packaging to create a limited edition 80th anniversary tin for its iconic “Cadbury Roses” brand, a flagship product for the chocolatier. Introduced in 1938 as an entry point for Cadbury into the chocolate assortment market, the brand pays homage to the well-loved flower of the same name.
For this important milestone, Mondelez wanted to highlight the brand’s longevity and quality by creating two premium, collectable tins that would match its heritage. The retro, vintage designs feature a variety of colored roses surrounded by ribbon-style banners against the traditional ‘Cadbury Roses Blue’ background. The designs will create a sense of nostalgia for consumers who associate the brand with special occasions, but will also appeal to the younger generation, where vintage is making a comeback in terms of popularity.
Sustainability also played a key role in the decision to opt for metal packaging for the once-in-a-lifetime celebration tins.
“Crown’s own commitment to sustainability and the circular economy have been a mainstay in the long-term relationship it has built with Mondelez and Crown’s in-house design team was delighted to have been chosen to work on this important project,” said Veronique Curulla Marketing Director at Crown Aerosols & Promotional Packaging Europe.
Metal is infinitely recyclable with no loss of properties, making it a key contributor to the circular economy. Once metal enters the material-to-material loop, where it gets recycled again and again, it will always be available for future use.
“Cadbury Roses” 80th anniversary tins are available exclusively in Tesco from September.