Old Gold eyes a younger crowd with a fresh wrapper

Cadbury Old Gold has unveiled a new visual identity by Bulletproof, as parent company Mondelēz International looks to broaden the dark chocolate brand’s appeal among younger consumers.

The refresh introduces a revised gold colour, clearer packaging architecture and new visual details. It centres on the brand proposition ‘Rich in Character’, drawing on Old Gold’s rich flavour and the creative approach of its founder, Sir Macpherson Robertson.

Bulletproof’s brief was to modernise the brand while retaining the heritage and distinctive character behind its longstanding consumer loyalty.

Drawing on Old Gold’s origins

First created in 1916 by Melbourne’s MacRobertson's Confectionery, Old Gold has been part of Australia’s chocolate market for more than a century.

Mondelēz identified an opportunity to attract younger shoppers while preserving the brand’s connection with existing consumers.

Mark Armstrong, executive creative director APAC at Bulletproof, said the work focused on evolving the brand without losing its defining qualities.

“Old Gold has always stood apart through its richness, confidence and unmistakable character. Our challenge was to capture that spirit in a way that feels relevant to today's consumers while respecting the brand's remarkable heritage,” Armstrong said.

“By drawing inspiration from its founder's bold creative vision, we've created a visual identity that feels modern and full of personality, helping Old Gold stand out for a new generation of dark chocolate lovers."

A stronger presence on shelf

The packaging changes are designed to give Old Gold greater shelf impact, with a clearer visual hierarchy across the range.

Kate Watson, director, everyday chocolate and meals at Mondelēz International, said the refresh builds on consumers’ existing connection with the brand.

“Old Gold has been part of Australia's chocolate story for generations, and this refresh allows us to celebrate everything consumers already love about the brand while making it more relevant for today's shoppers. We’ve created a distinctive identity that continues to recognise the brand’s Australian icon status, elevates its credentials and gives Old Gold renewed presence on the shelf.”

According to Mondelēz, Old Gold has recorded strong growth in recent years. Its collaboration with Bundaberg on the Old Gold inspired by Bundaberg Rum product also attracted new shoppers, laying the groundwork for the brand’s broader push.