Aire Global Secures PAC Global Awards Nomination for Cadbury Dairy Milk Hari Raya Packaging!
We are excited to announce that our collaboration with Mondelēz International on the limited-edition Cadbury Dairy Milk Hari Raya packaging has earned a coveted spot as one of our three nominations at the industry-renowned PAC Global Awards, in the Brand Marketing – Specialty, Limited Edition category!
This project offered a unique opportunity to take a strategic leap beyond traditional category norms, blending Cadbury’s iconic branding with the deep cultural essence of Hari Raya.
By stepping outside category expectations, our team were able to create concepts that not only celebrated the festive spirit but also created a meaningful connection with consumers, fostering generosity and gifting at the heart of this special season.
Key elements of the design include:
Cultural integration: Cadbury Dairy Milk needed a design that would celebrate the festive spirit, honour cultural authenticity, and reinforce its premium brand positioning amidst fierce competition. Our ability to translate the regional nuances into relevant semiotics meant that the design was aesthetically relevant. Therefore it resonated emotionally with the target consumer demographic.
Connected packaging: The addition of a QR code elevated the packaging from a static design to an interactive experience. This feature allowed consumers to create personalised digital greeting cards, transforming the act of gifting into a more thoughtful and heartfelt gesture. By bridging the physical and digital worlds, this innovative touch deepened emotional engagement, aligning perfectly with the Hari Raya values of generosity and togetherness.
Strategic embellishments: The integration of gold foiling enhances the festive spirit of Hari Raya, symbolising prosperity and celebration while seamlessly aligning with Cadbury’s global identity. These thoughtful details bridge cultural authenticity with the brand’s premium positioning, creating a cohesive and meaningful connection to the season.
This nomination underscores our commitment to delivering culturally relevant and effective designs that drive brand engagement and market success.
Connect with us and find out how our strategic adaptive design process can help your brand thrive in local markets or stand out globally. Let’s connect and explore how we can elevate your brand through design that truly resonates.
#AireGlobal #PACGlobalAwards2025 #BrandDesign #Oreo #DesignMatters #PACGlobal #Designers #Creatives #AdaptiveDesign #StrategicDesign #Mondelez #MondelezInternational #HariRaya #LimitedEdition