Opal and Mondelez have developed a two-piece vertical style carton version of the limited edition Cadbury Roses box, which is lighter and 25 per cent more shelf ready per pallet, than tin.
The 689g limited edition box, released to coincide with Mothers Day, is a paper-based solution that is 70 per cent lighter than the traditional Roses tin and features the creative artwork of First Nations Wiradjuri artist, Karen Lee, titled ‘Mandaang Guwu’, which also appears on the flat style box version.
Opal says it was challenged to create a box that would not only celebrate the Cadbury Roses brand equity, but also stand out within the chocolate gifting segment. Significant trials were undertaken to ensure the design was fit-for-purpose, without compromising on the aesthetics of the box, it says.
The Cadbury Roses box takes the brand from a flat standard chest style box and features as a vertical style carton. Supplied as a one-piece tamper-evident box, upon opening, it becomes a two-piece box with a lid and a base. It demonstrates Opal says the box demonstatrates the company's die-cutting expertise and takes advantage of colour contrast and tactile depth with the brand’s iconic rose.
According to Mondelez, the design maximises functionality to ensure distribution efficiency and pallet optimisation, and is able to add 25 per cent more shelf ready packaging per pallet, which equates to 320 cartons per pallet versus 256 Cadbury Roses traditional tins per pallet.
Key attributes of the design include:
- A durable double-wall structure that minimises product bowing inherent with a vertical filled high density product
- It elevates the die-cut rose feature by creating depth without the need for double-sided printing
- Integrates a tamper evident feature without the need for plastic shrink film
- Sustainable design principles including material selection to minimise multiple substrates an keep the box to one material type to aid in the recycling and separation process.
“The design change helped to achieve multiple functions, including ease of displaying and sharing the chocolates, providing a sense of ‘premiumisation’ and creating a sense of occasion during the opening experience,” said Julian Mathers, group GM Opal Converting and Packaging Plus.