Bulletproof Refreshes Cadbury Old Gold Brand Identity

The brand agency has unveiled a new visual identity for the Australian dark chocolate brand, built around a new 'Rich in Character' platform.

Updated on Nov. 5, 2026 in Consumer Goods

Bulletproof has unveiled a refreshed visual identity for Mondelēz International's Cadbury Old Gold, Australia's number one dark chocolate brand, built on a new 'Rich in Character' platform. AI Illustration. Upload story photo >

Brand agency Bulletproof has unveiled a new visual identity for Cadbury Old Gold, the number one dark chocolate brand in Australia, developed with Mondelēz International. The refresh introduces a revitalised gold, clearer packaging architecture and crafted visual details.

Why it matters

Mondelēz International sought to broaden the brand's appeal among younger consumers without losing the history that has defined Old Gold for more than a century. The refresh builds on a recent collaboration with Bundaberg that attracted new shoppers to the brand.

Cadbury Old Gold was first created in 1916 by MacRobertson's Confectionery in Melbourne and is ranked the number one dark chocolate brand in Australia. The announcement does not disclose sales figures, market share changes or the cost of the refresh.

The players

Bulletproof

Bulletproof is a brand agency with offices in Sydney, Melbourne and Singapore that developed the refreshed identity for Old Gold.

Mondelēz International

Mondelēz International is a global snacking company that owns the Cadbury brand and commissioned the Old Gold refresh.

The details

Bulletproof developed a refreshed brand platform inspired by the bold and rich flavour experience of Old Gold, reinterpreting the founder's creative spirit through a contemporary design system. The work was carried out with Mondelēz International and introduces a new gold tone, clearer packaging architecture and crafted visual details.

1916: Cadbury Old Gold is first created by MacRobertson's Confectionery in Melbourne.
5 November 2026: The new visual identity is unveiled.

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Market Landscape

The refresh follows Old Gold's collaboration with Bundaberg, which drew new shoppers to a brand that has long led Australia's dark chocolate category. It shows a consumer goods company using a heritage product's recent momentum to reach younger buyers in a crowded confectionery market.

The refreshed packaging will change how Old Gold looks on shop shelves, though the source does not say whether prices or product recipes will change. Shoppers will see the new 'Rich in Character' look as the updated range reaches stores across Australia.

The takeaway

Long-established brands can refresh their image while keeping the heritage that loyal customers recognise. Watching how a brand's recent partnerships shape its packaging is a useful way to understand where its marketing is heading.