DESIGN CHOICE: Cadbury’s Astros

Client: Cadbury

Client: Cadbury

Brand: Astros

Designer: Silas Amos at Jones Knight Ritchie

Launch date: August 1997

The wake is only just settling after Flyte and Fuse, but Cadbury’s is

there at the forefront of new product development, in a bid to

strengthen its position in the world of snacking. This is a sector which

has experienced rapid growth and one which many companies are striving

to segment to their advantage. And Cadbury has now made an interesting

move by developing Astros, unveiled on August 25.

Astros changes existing packaging dynamics, breaking the mould of bags

and roll packs and borrowing values from packaging in other product


The result is effective in introducing a different pack format into a

crowded sector.

Astros’ packaging is portable and pocket-sized. The overall visual

effect of the pack’s design is a kind of Flintstones meets The Jetsons,

which transcends all age groups.

The dominant colour of the packaging (purple, of course) symbolises

chocolate and Cadbury’s, and the 3-D snack proposition on the pack

communicates the eclectic flavour and texture combination of Astros.

The most effective part of the design, in my view, is the back panel

copy, where words spiralling into a black hole cleverly support the

branded proposition through to the end, while the bright, chocolate

spaceballs look great.

Given the target audience of teenagers, I wonder if the Astros pack has

enough attitude, but given its similarities to Durex Safeplay condoms, I

am sure the pack will stimulate purchases (I’ve heard that the product

isn’t quite as chewy!). A great result all round, which I am sure will

enjoy success if the product lives up to the expectations on the


We will soon find out!


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