Cadbury’s New
Delicious Website
Transforming the Cadbury website into a best in class flagship brand experience
CHALLENGE
Cadbury’s brand growth was shifting towards digital and we wanted to take them on the next step in their journey. We were tasked with supporting the redevelopment of Cadbury’s UK & ROI equity site, which encompasses Cadbury.co.uk and Cadbury.ie, from a design, strategic and technical consultancy perspective.
For many of us, Cadbury is a national treasure when you come to think of chocolate. We wanted to build on this amazing brand equity, to celebrate the iconic products, and allow consumers to explore Cadbury’s rich heritage. Our challenge was to drive engagement and brand affinity through exciting content and storytelling.
We aimed to create a flagship Cadbury experience, one that supported the brand’s purpose, creating value for both consumers and the business, and articulated a clearer vision and purpose for the Cadbury brand.
APPROACH
Firstly we needed to shift from an ever-expanding digital ecosystem to an integrated and better-connected one. To do this we would eventually need to consolidate many of the campaign and brand microsites into the Cadbury website itself. So we mapped out Cadbury’s huge digital ecosystem, uncovering over 40 touchpoints.
To ensure we created a digital experience that was truly reflective of Cadbury’s ‘generous spirit’, one where consumer relationships are the heart, we needed to do just that – start with the consumer. We looked at their needs and off the back this created four visionary journeys that ensured the Cadbury website was at the heart of these.
Alongside this, we wanted to ensure that the consumer could access the vast catalogue of Cadbury products, we did this by introducing better access and wayfinding with a new navigation system and introducing detailed filtering and sorting. We added a dedicated gifting page alongside new product pages that could be adapted for future e-commerce, creating better product portfolio management.
We also introduced completely new areas to the site that could house community, partnership stories and sustainability content and a reimagined recipe section which could include user-generated content in the future.We worked across various teams in-house to ensure the new content and purpose, the correct TOV and encompassed the Cadbury generosity spirit throughout.
The Cadbury website was built as a content management driven site. So to top it all off we created a new design system from scratch, creating reusable component blocks which would allow all the new and exciting content to be showcased in the best possible way and templates to build individual pages out. Designing the UI in an atomic design approach allowed us to build out a robust design system which catered for all requirements of the website.
We worked closely with Cadbury’s brand guardians Bulletproof at the early stages of conception, translating and defining the brand foundations – typography, colour palette and brand assets from an offline space, into an online space. Once we had defined the foundations and common components we brought the site to life with carefully considered interaction and motion design principles as well as creating bespoke animations for specific content within our components. We worked collaboratively across the design team using Figma which then helped facilitate a smooth hand off to the development partner Mindtree to ensure our experience and design ambitions were realised.
