In the competitive world of retail, packaging is the key to all brand communication. It is the one symbolic and iconic constant that acts as both the first and last brand touchpoint for consumers. And yet, packaging is often the last item to tick in the marketing mix: frequently briefed in as an afterthought, off the back of an ATL TVC concept. 

Cadbury Fluffies is a wonderful example of how a carefully considered packaging concept can inform the above- and below-the-line executions – thus creating a full 360° campaign – the right way around. It all starts with a brief, some solid thinking, and a l’il bit of creative magic…
Traditionally, Cadbury SA (and many of its competitors) opt to import their Easter chocolate ranges. Up until this year, that is. Just Design Jhb was briefed to come up with a unique idea for Easter that could translate into multiple chocolate formats and really start to shake up the conventional annual Easter offerings. We could very easily have conceptualised a few one-off designs, but opted instead to really create an Easter brand and world – with characters and a wonderful back story. Pure brand fodder! 

We delved into the world of characterisation and illustration – creating Fluffy (our hero Easter Bunny) and all of his farmyard friends – each with their own little narrative and role to play in the production of chocolate for Easter. With the scene now set, it became easy to assign characters to products, and expand on the narrative with each individual item: the trade presenter became a 3D hen-house concealing the chocolate factory with all of its workers, and the hollow eggs allowed secondary characters to tell their individual stories. 
With a solid foundation built from the brand up, the ATL and BTL campaigns could follow on seamlessly and create a well rounded execution that can live on year to year. Cadbury Fluffies looks set to change the Easter confectionery market. And to think that it all started with a simple packaging brief…

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About Just Design

For 20 years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design and innovation partners for many blue-chip clients and global brands, and are one of South Africa’s leading Innovation, Strategy and Design agencies. 

About Cadbury Fluffies

Cadbury Fluffies and Hollow Eggs are available from retailers nationwide. To find out more about Fluffy and his friends and to explore some of the campaign activations, visit