Old Gold

Bulletproof, the world’s largest independent brand agency, has unveiled a bold new visual identity for Cadbury Old Gold, delivering a contemporary brand refresh that repositions one of Australia’s most iconic chocolate brands for a new generation of consumers.

Working with Cadbury-custodian Mondelēz International, a long-standing global Bulletproof client, the agency was tasked with modernising the brand’s look and feel while retaining the heritage and distinctive character that has made Old Gold, the number one dark chocolate brand in Australia, a staple of the chocolate aisle for generations.

First created in 1916 by Melbourne confectionery pioneer MacRobertson’s Confectionery, Cadbury Old Gold has built an enduring reputation as one of Australia’s most preferred dark chocolates. While the brand continues to enjoy strong loyalty, Mondelēz International identified an opportunity to broaden its appeal among younger consumers without losing its long established and loved history.

Bulletproof developed a refreshed brand platform inspired by what consumers value most about Old Gold, its bold and rich flavour experience. Drawing inspiration from founder Sir Macpherson Robertson’s flamboyant and uncompromising creative flair, the agency reinterpreted that spirit through a contemporary design system centred on the brand proposition ‘Rich in Character’.

The new look Old Gold introduces a refreshed gold, clearer packaging architecture and crafted visual details that celebrates the brand while delivering greater impact on shelf. The result is a reawakened icon that is confident, culturally relevant and unmistakably bold.

Mark Armstrong, executive creative director APAC at Bulletproof, said the project was about evolving an Australian icon without losing the qualities that have made it beloved.

“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.”

Kate Watson, director, everyday chocolate and meals at Mondelēz International added: “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 shelf.”

Old Gold has seen strong growth over the past few years. Its recent collaboration with Bundaberg for the Old Gold inspired by Bundaberg Rum product attracted new shoppers and affirmed Old Gold’s natural affinity with Australian brands that share the same deep roots in the country’s culture.