“Free the joy.” For their latest product, Cadbury mixes joy with sharing to reveal their new Amaze Bites. Robot Food worked with Cadbury to create the product name and design for the packs that contain 14 tasty cake bites perfect for a sweet treat.
“An enticing combination of joy and sharing, the double-blended bites of brownie cake are aimed mainly at women, and come in three variants. Chocolate, chocolate orange and chocolate mint. Indulgent enough for a treat when the kids have gone to bed, the bites also needed to encourage sharing.”
“After exploring and researching a range of formats and propositions, Robot Food named the product and created the design and lively, compelling tone of voice. The name was a kind of ‘eureka!’ moment. When the team sat down to taste the product, someone shouted, ‘These taste amazing!’ and the moment was seized upon and adapted to become Amaze Bites.”
Amaze Bites uses lively text and bright colors to clearly communicate what the product is all about: indulgence, sharing, and happiness. The packaging alone is “feel-good,” with a boundless energy certain to put a smile on anyone’s face. Using more text than images, it almost seems that the pack speaks to the consumer, enticing them to treat themselves to something delicious.
Simon Forster, Robot Food’s Creative Director, adss, “The design is ‘packvertising’ in its truest sense. Shelf-shout and irresistibility were important consideration points. So we created design that behaves like a poster, with a strong tone of voice that speaks ‘loudly’ and directly to consumers.”
