Iconic in a New Way

Cadbury had developed a new line of chocolate based on flavours from classic Australian baked slice recipes. If you grew up in Australia in the 80s and 90s, you almost certainly ate one of these desserts.

We chose to make the link between baked slices and Cadbury’s evolution by reinforcing the Australian public’s existing opinions about them — their iconic stature.

And who better to front the campaign than one of Australia’s most iconic athletes in history: Ian Thorpe.