Bloom gives Cadbury Flake more ‘sensual appeal’

Cadbury Trebor Bassett has revamped the packaging for its Cadbury Flake brand, with design work handled by Bloom.

The consultancy has been tasked with ‘reawakening the brand with core consumers and to drive relevance with a new generation of Flake consumers’.

According to Bloom managing director Jill Marshall, ‘the design reflects the brand positioning, which is unashamedly feminine and vividly sensual, executed in a contemporary style’.

Bloom was appointed in October on the strength of previous work with the Cadbury Milk brand.

The design has been extended across the entire Flake range, including Cadbury Flake Moments, Flake Multipacks and Flake 99. The range will launch on 1 October.