Cadbury Roses Tin Replacements

• Pro Carton Young Designers Award

Times are a-changing
Cartonboard instead of metal
 
The objective was both clear and challenging – A high quality folding carton which offers all the advantages of tin-plate packaging. The Chesapeake design team developed a solution perfectly suited for confectionery. Nonetheless, it was not easy to find a leading confectioner willing to commit to this new idea. Finally, an “innovation day” convinced Cadbury.
 
But the road to success was a long one. Following extensive tests, a cartonboard suitable for this application was selected. Then a cost-effective solution to machine erect the cartons had to be found to produce the relatively small runs for the first sales trials at a leading UK retailer.
 
As volumes increased, a larger development team at Chesapeake took on the task to ensure that the relatively thick cartonboard could be glued cost effectively. From a graphic point of view the decision was taken to go for a combination of matt and gloss varnish. A third varnish was also applied to provide non slip properties so the packs would not move on the pallet during transportation. All varnishes had to pass Cadbury’s stringent taint & odour standards.
 
Four hurdles had to be overcome, and the results proved more than positive:

Marketing: an attractive carton, whichdemonstrates pack differentiation
Cost calculation: significant savings, without compromising brand values
Technology: an innovation, aligned with Cadbury’s initiative “Purple Goes Green”
Production: substantial reductions in pallet costs