Unboxing the Cadbury World | Free from all ties

Original metal molds.

he color purple is almost synonymous with the world famous British confectionery brand Cadbury. The Cadbury brothers, Richard and George, in 1914, supposedly as a tribute to the royal family, introduced a distinctive purple wrapper for chocolate bars, which has been used on their chocolate wrappers for over 100 years. Queen Victoria has granted Cadbury a royal warrant, making it the chocolate of choice among the royal family. Purple has been widely used in royal regalia, decorations, symbols, clothing, adornments, coats of arms, robes, sceptres, emblems and high fashion with unique embellishments.

The purple colored fabric was chosen for Queen Elizabeth II’s crown, in which the famous Kohinoor diamond is set. The swirling word mark of the Cadbury symbol also has a long evolutionary history. The existing one is based on William Cadbury’s signature style from 1921. Another hallmark is the glass and a half in each bar of chocolate – a very powerful reference to the brand’s historic recipe and the fact that there is kindness in each individual. .

When I look at case studies from a branding, advertising and marketing communications perspective, one of my favorites is a recent Cadbury Dairy Milk campaign, where the whole picture branding is replaced with quotes of old people on the packaging, leaving behind only the color purple. . This proves the power of Aristotle’s persuasive rhetorical appeals uttered in 350 BC, in particular, pathetic who uses emotions and passion to persuade someone, rather than ethos and logos – use brand credibility, logical reasoning and evidence to convince consumers.

Discover the world of Cadbury

This short-term project in partnership with Age UK has demonstrated that even the smallest of gestures can sweeten the life of a lonely elderly person. Loneliness among older people in the UK is on the rise; with almost 2,500 of these people never able to talk to anyone in the later stages of their lives. To this end, a unique publishing bar, Donating From Words, has been released by Cadbury, with 30p from each bar sold going to Age UK, to support their work in providing essential services and support to older people. In one of the surveys, six million seniors said even a little conversation could have a positive impact on their day.

Rose, a 79-year-old woman who kissed Elvis Presley; Bob, 81, who described his run-in with the Prime Minister’s bodyguards; Anne, a 79-year-old thrill seeker who, in her youth, crossed the Alps alone with her toddler by her side; Harry, 84, who confesses that he and his family ran away to the circus. These stories and thousands more have been printed on approximately ten million chocolate bars. This brand personality is not new as the Bournville Village Trust was founded in 1900 by George Cadbury with a donation of 313 homes, not only for chocolate factory workers but also for people from modest backgrounds. The philanthropic model has survived. These houses were called the Ten Shillings or Sunshine Houses.

In today’s South Asia, we face different challenges, even though Kuch Meetha Ho Jaye and Kuch Acha Ho Jaye are punchlines that everyone can relate to. Visual translations of print and on-screen advertisements immediately evoke ideas of luxury, indulgence and delight; the slogan’s target market has become accustomed to it over the past twenty years. Kudos to the creative agencies behind the Cadbury ads, who then accomplished respectable, incisive storytelling and realistic execution in educating the general public about sharing happiness by doing small favors for others. Pathos triumphs once again.

Discover the world of Cadbury

In today’s South Asia, we face different challenges, even though Kuch Meetha Ho Jaye and Kuch Acha Ho Jaye are punchlines that everyone can relate to. Visual translations of print and on-screen ads immediately evoke ideas of luxury, indulgence and delights.

A famous English writer and novelist, Michael Korda, rightly says: “Curiosity is the best motive for writing: curiosity for the world in general or for oneself”. Since childhood, my level of curiosity has been relatively high. There could be a few possible reasons for this; the hippocampus in my brain has a prominent dentate gyrus, which floods more dopamine, which makes me happier… or maybe it’s just because of all the chocolates I eat, which I do very often.

When I first found out that the world famous Cadbury World was based in Birmingham, I knew I couldn’t forgive myself if I didn’t go. So, together with my wife and our children, I threw myself into this adventure with the sole purpose of learning more about the history of this much-loved confectionery brand and also the birth of our favorite bars – after all , seeing is believing.

After parking our car in one of the empty bays, we started walking towards the entrance to Cadbury World. Through glass doors we entered a large hall filled with visitors and many chocolates stacked on tiered islands, packed in individual bags, boxes and rolls and multipacks. We approached a long queue for visitors and saw the friendly mascots of Freddo, Creme Egg, Caramel Bunny and Mr Cadbury’s Parrot. We managed to take a few photos with Freddo, although my little one was scared for a while. The other characters were quite busy as visitors kept taking photos and selfies with them.

Emperor Montezuma and a Spaniard Hernan Cortés.
Emperor Montezuma and a Spaniard Hernan Cortés.

Once we approached the counter, a very polite lady at the counter scanned our tickets and handed over a mixed bag of chocolates that were on the house, as a welcome. As we progressed we were already in a dark Aztec jungle with dim colored lights, sound, screens and many wax models of Mesoamerican history of the Olmec, Mayan and Aztec forests. It was a rare chance to discover the exotic origins of the cocoa bean using multimedia technologies. I particularly enjoyed the calendar stone, which guided the Aztecs and their gods on the cycles of the sun and moon, days and months, and time.

We experienced a fantastic storytelling session through unique realistic settings and wax models of Emperor Montezuma’s negotiations – who was very protective of his cocoa – with a Spaniard named Hernan Cortes, who then brought back cocoa and “chocolate” in Spain after conquering Mexico. The next section looked at the journey of cocoa to Europe through the projection mapping of European traders, dealers and sellers of the time, eventually becoming Cadbury Cocoa. The next visit showed us the trail of chocolatiers and White cafes from the late 1600s in St James and surrounding London. The last part of this exciting tour ended with a wonderful documentary on how chocolate is made, from cocoa beans to liquid chocolate.

Once out of this historic cocoa expedition, we saw a small tempering machine filled with chocolate. This machine mixes and cools liquid chocolate into a more stable crystalline form. After that, another archival journey through rare photographs, film and artifacts begins, saying Made in Bournville through the hallways of a building that was once a 1920s warehouse. ‘a new town created by the Cadbury brothers, four and a half miles from the center of Birmingham in 1866.

It was titled The Factory in the Garden, later known as Bournville. Records say it all started with 230 employees, which in the 1960s grew to 12,000. As I mentioned earlier, it wasn’t about setting up the factory, but the whole village, where factory workers and their families could live in peace with free medical and dental services and gaming clubs. A rare photograph shows the centenary of the Cadbury firm, from 1831 to 1931, with thousands of employees gathered on the colossal cricket ground, which still exists. We found an interesting fact that female workers were called Cadbury Angels until 1960, wearing white uniforms. I thought for a moment that those who wore the white clothes must be very organized to work with chocolate – they still are.

Archives-a.
Archives-a.

We found ourselves in another queue for the fascinating Cadabra ride with a rhythmic experience. Then we went to the chocolate making area, where we experienced fun activities, where we got another free cup of chocolate buttons with liquid chocolate. It was a great experience to see the complete demonstration of how to make a chocolate bar. Next is Purple Planet, an immersive, sensory world made entirely of chocolate – chocolate rain, chocolate flowers and chocolate sky, all wrapped in Cadbury’s brilliant purple livery with excellent interactive map projection experiences.

Once we got out we did some extra activities including having a 4D chocolate adventure with linear polarized glasses and an awesome simulation. Coming out, there were portraits of some famous people who appeared in well-known advertisements. The gorilla photo reminded me of a simple commercial consisting of a 90-second dolly shot of a music studio, with Phil Collins’ In the Air Tonight playing in the background. This ad was designed and produced by Argentinian-born creative director Juan Cabral of advertising agency Fallon London. I want to design a complete theory lesson on the stunning commercials ever made by Cadbury, both for the North and the South.

The children also took advantage of the large themed play area, all chocolate, where they met the mascots of Liquorice Allsorts and a magician. We weren’t able to visit the factory this time, where every new chocolate product is born. Another time, hopefully.


The writer is an art/design critic. He heads the Visual Communication Design Department at Mariam Dawood School of Visual Arts & Design, Beaconhouse National University, Lahore.

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