Cadbury’s Old Gold is getting a packaging and visual identity refresh, with brand agency Bulletproof tasked with modernising the century-old chocolate brand while holding onto its distinctly Australian heritage.
The refresh, developed in partnership with Mondelēz International, aims to broaden Old Gold’s appeal among younger dark chocolate consumers while retaining the brand recognition and loyalty it has built over generations.
First created in 1916 by Melbourne confectionery company MacRobertson’s Confectionery, Old Gold has become one of Australia’s best-known dark chocolate brands.
Bulletproof drew inspiration from the bold creative style of founder Sir Macpherson Robertson, building a refreshed identity around the proposition ‘Rich in Character’.
The new design introduces refreshed gold detailing, a clearer packaging architecture and crafted visual elements intended to give the range greater standout on supermarket shelves.
Bulletproof APAC executive creative director Mark Armstrong said the challenge was to modernise the brand without losing the qualities that had made it an Australian favourite.
“Old Gold has always stood apart through its richness, confidence and unmistakable character,” Armstrong said.
“Our challenge was to capture that spirit in a way that feels relevant to today’s consumers while respecting the brand’s remarkable heritage.”
Mondelēz International director of everyday chocolate and meals Kate Watson said the refresh was an opportunity to build on the brand’s existing recognition while strengthening its relevance with today’s shoppers.
“Old Gold has been part of Australia’s chocolate story for generations, and this refresh allows us to celebrate everything consumers already love about the brand while making it more relevant for today’s shoppers,” Watson said.
The redesign follows a period of growth for Old Gold, including its collaboration with Bundaberg Rum on an Australian-inspired chocolate product, which Mondelēz said attracted new shoppers to the brand.
