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
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!