Cadbury Old Gold gets a bold refresh via Bulletproof. November 5 2026, 1:59 pm BY Ricki Green No Comments Bulletproof has unveiled a 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 have 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 much-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 celebrate the brand while delivering greater impact on shelf. 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. 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." Says Kate Watson, Director, Everyday Chocolate and Meals, Mondelēz International: "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, Old Gold inspired by Bundaberg Rum, attracted new shoppers and affirmed the brand's natural affinity with Australian brands that share the same deep roots in the country's culture. #More creative news #No paywalls #No annual membership fees. Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel

Bulletproof celebrates eight wins at Transform North America. Four Gold, one Silver and three Bronze across five brands. A standout night for Bulletproof at the 2026 Transform Awards North America, where Bulletproof took home eight awards recognising its work across brand strategy, identity, packaging design and brand transformation. From bringing fresh cultural relevance to Chips Ahoy! and reimagining American icons Brawny and Snyder's of Hanover, to building distinctive brand worlds for Rolliefest and the Concacaf Nations League, the wins celebrate the breadth of creativity, strategic thinking and craft behind its work. "What's exciting about these wins is the sheer diversity of challenges we've tackled, from breathing new life into iconic brands to building entirely new ones. Each project demonstrates how creativity can unlock relevance, build connection and create lasting desire. Huge credit to our clients for their ambition and to our teams for bringing it all to life," said Tony Connor, Executive Creative Director, North America at Bulletproof. Bulletproof's 2026 Transform North America wins. Chips Ahoy! x Stranger Things. * GOLD | Best Use of Packaging (Limited Edition) * GOLD | Best Visual Identity from the Food & Beverage Sector Bringing together two cultural favourites, Bulletproof created a bold, collectible limited-edition pack for Chips Ahoy! in collaboration with Netflix's Stranger Things. Balancing the distinctive worlds of both brands, the design brought fresh cultural relevance to Chips Ahoy!, generating excitement and standout on shelf. Snyder's of Hanover. * GOLD | Best Use of Packaging Honouring its pretzel-making heritage while embracing a new era, Bulletproof reimagined Snyder's of Hanover with a modern, premium packaging identity rooted in craftsmanship and authenticity. The redesign celebrates what makes the brand distinctive while strengthening its relevance for today's consumers. Rolliefest. * GOLD | Best Visual Identity from the Sports & Leisure Sector * SILVER | Best Strategic or Creative Development of a New Brand Built around a shared passion for rare timepieces, Bulletproof partnered with Rolliefest to create a brand strategy, identity and experience that puts provenance, rarity and storytelling at its heart. The result is a distinctive brand world designed to connect and celebrate a global community of collectors. Concacaf. * BRONZE | Best Visual Identity from the Sports & Leisure Sector One competition. 41 nations. One unifying identity. Bulletproof created a new brand identity for the Concacaf Nations League, bringing together all 41 member nations through a cohesive visual system that celebrates the collective spirit of the competition. Brawny. * BRONZE | Best Brand Evolution (Consumer) * BRONZE | Best Visual Identity from the FMCG Sector Even icons need to evolve. Partnering with Georgia-Pacific, Bulletproof reimagined one of America's most enduring brand characters, the Brawny Man. Balancing heritage with contemporary relevance, the evolution gives the iconic mascot renewed personality and presence, making him feel both heroic and relatable to today's audiences. October 15, 2026