ALL BLACKS

Cadbury Dairy Milk and the All Blacks share something rare: they're both wildly iconic brands that people naturally gather around. Fandom at its finest. For 2026, Mondelēz wanted to move beyond sponsorship to create a collaboration fans could truly engage with.

The opportunity began inside the Cadbury factory, where All Blacks stars Will Jordan, Damian McKenzie, and Codie Taylor stepped into the role of chocolate creators. Working alongside Cadbury’s team, they helped develop a brand-new Dairy Milk block, experimenting with flavour combinations before the wider team selected the winning recipe.

The result is a uniquely collaborative creation: a Cadbury Dairy Milk block combining Cocoa Biscuit, Choc Crème, and Caramello, an end result that wouldn't be possible without the contributions of the entire All Blacks team.

/ Project Scope

Insights
Category & Trend Insights, Consumer & Culture Insights, Shopper Behaviour

Strategy
Portfolio Architecture, Communications Strategy

Design
Packaging Design, Visual Identity Design

Assets
Image Creation, 3D Digital Rendering

Our role was to develop a packaging system that could bring this story to life while balancing two powerful brand equities: the unmistakable taste credentials of Cadbury Dairy Milk and the cultural impact of the All Blacks.

The design approach was grounded in a simple principle: effective brand communication is orchestration, not repetition.

Primary packaging works hardest at shelf, where appetite appeal and product cues must cut through quickly. Campaign assets, meanwhile, carry the storytelling, emotion, and scale of the collaboration.

On pack, The Perfect Combo of ingredients takes centre stage, delivering an immediate and ownable shelf cue and no shortage of taste appeal. The All Blacks partnership is present, but balanced, ensuring the product itself remains the hero at the point of purchase.

Beyond pack, the collaboration expands across campaign environments where the players, the factory story, and the creation process come to life in full.

The result is a cohesive brand ecosystem where product and partnership strengthen one another, creating a powerful moment for both brands.

/ The Results

Nothing we love more than a clear communication ecosystem where every touchpoint operates at its strongest. On shelf, the packaging leads with appetite appeal, ensuring taste and product cues cut through instantly. Across campaign environments, the All Blacks collaboration takes centre stage, bringing the story, scale, and energy of the partnership to life. Together, the system creates a cohesive brand experience that expresses “The Perfect Combo” of chocolate and team, delivering a collaboration that feels authentic, exciting, and unmistakably Cadbury.