Mondelēz International has partnered with Crown Aerosols & Promotional Packaging to create limited-edition 80th anniversary tins for its Cadbury Roses brand of chocolates in the UK.
The aim of the packaging is to highlight the brand’s longevity by creating two collectable tins that would match its heritage.
The vintage designs feature a variety of coloured roses surrounded by ribbon-style banners against the traditional Cadbury Roses blue background.
Crown said the packaging aims to create a sense of nostalgia for consumers who associate the brand with special occasions as well as appeal to the younger generation, where vintage is making a comeback in terms of popularity.
It added that sustainability played a key role in the decision to opt for metal packaging for the celebration tins.
Veronique Curulla, marketing director at Crown Aerosols & Promotional Packaging Europe, said: “Crown’s own commitment to sustainability and the circular economy have been a mainstay in the long-term relationship it has built with Mondelēz and Crown’s in-house design team was delighted to have been chosen to work on this important project.”
The new tins are available exclusively from Tesco in the UK from September.
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