Rave were tasked with testing the role and strength of the Cadbury masterbrand versus the product brands. Essential Rave's task was to recommend how dominant the masterbrand should be.
Rave developed six strategic options. These diverse future state positions were then designed as packaging options and as in-store fixtures. Shopper psychology played a major part of the solution, namely the importance of "Cadburyness" and how shoppers navigate the in-store confectionary section.
Cadbury has a clear and long term packaging strategy for all it's supported and unsupported product brands. The detailed result of this strategic exercise cannot be made public due to client confidentiality.