CADBURY OLD GOLD UNVEILS STRIKING NEW IDENTITY TO WIN OVER A NEW GENERATION OF CHOCOLATE LOVERS

Cadbury Old Gold has unveiled a contemporary new visual identity created by brand agency Bulletproof. The refresh modernises Australia’s leading dark chocolate brand while preserving its rich heritage, combining bolder design, enhanced shelf presence and a renewed focus on attracting younger consumers without losing its longstanding loyal customer base.

Cadbury Old Gold, one of Australia’s most enduring chocolate brands, has revealed a bold new visual identity aimed at bringing the century-old favourite to a new generation of consumers while remaining true to its heritage.

The redesign has been developed by Bulletproof, the world’s largest independent brand agency, in partnership with Mondelēz International, the custodian of the Cadbury brand and a long-standing global client of the agency. The project sought to modernise Old Gold’s appearance without sacrificing the distinctive character that has helped make it Australia’s number one dark chocolate brand.

First introduced in 1916 by Melbourne confectionery pioneer MacRobertson’s Confectionery, Old Gold has held a prominent place in Australia’s chocolate market for more than a century. Renowned for its rich flavour and loyal following, the brand has become a familiar fixture in supermarket aisles across the country.

While Old Gold continues to enjoy strong consumer loyalty, Mondelēz International identified an opportunity to broaden its appeal, particularly among younger shoppers. The challenge for Bulletproof was to create a refreshed identity capable of attracting new audiences while retaining the authenticity and heritage valued by existing consumers.

The result is a new brand platform inspired by what consumers most associate with Old Gold: its bold and rich flavour profile. Guided by the proposition “Rich in Character”, the redesign draws on the flamboyant and uncompromising creative spirit of the brand’s founder, Sir Macpherson Robertson, reinterpreting that legacy through a contemporary design lens.

The updated packaging introduces a refreshed gold palette, clearer architecture and carefully crafted visual details designed to enhance recognition and create stronger shelf impact. The new identity aims to position Old Gold as both culturally relevant and unmistakably distinctive in an increasingly competitive confectionery market.

Mark Armstrong, Executive Creative Director APAC at Bulletproof, said the project focused on evolving a beloved Australian brand without losing the qualities that consumers have cherished for generations.

“Old Gold has always stood apart through its richness, confidence and unmistakable character. Our challenge was to capture that spirit in a way that feels relevant to today’s consumers while respecting the brand’s remarkable heritage,” he said.

“By drawing inspiration from its founder’s bold creative vision, we’ve created a visual identity that feels modern and full of personality, helping Old Gold stand out for a new generation of dark chocolate lovers.”

Kate Watson, Director of Everyday Chocolate and Meals at Mondelēz International, said the refresh celebrates the brand’s history while ensuring it remains relevant in today’s retail environment.

“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.

“We’ve created a distinctive identity that continues to recognise the brand’s Australian icon status, elevates its credentials and gives Old Gold renewed presence on shelf.”

The relaunch follows a period of strong growth for Old Gold. Recent innovations, including its collaboration with Bundaberg on the Old Gold Inspired by Bundaberg Rum product, have helped attract new shoppers and reinforce the brand’s connection with other iconic Australian names.

For Bulletproof, which operates offices in Sydney, Melbourne and Singapore, the project underscores its expertise in revitalising established brands while preserving the qualities that made them successful. For Old Gold, the redesign signals a confident new chapter, balancing more than a century of heritage with ambitions for future growth.