Ahh chocolate. The sweet, creamy, decadent candy that stimulates the pleasure centers in our brain.

There’s a reason lovers treat their special someone with heart-shaped boxes of the chocolatey goodness on Valentine’s Day or an anniversary. When we consume chocolate, our body releases chemicals like serotonin, tryptophan, and stimulants that get our blood flowing. Cocoa-based candies truly have an effect on our brain, both relaxing and exciting us, and we make connections to certain moments in our lives based on the taste of the treats.

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Cadbury, one of the world’s most beloved confectionary companies, is famous for its chocolate crème egg – especially around Easter and springtime months. The company differs from other producers of chocolate in that consumers view its products more as goods they would give as a gift as opposed to something they would pick up for themselves. Whereas a consumer might grab a Hershey’s chocolate bar or pack of Reese’s cups as they leave a supermarket or convenience store, Cadbury’s candies are often associated with holidays and special occasions, thus limiting the times when consumers actually purchase the goods.

That isn’t to say that Cadbury is struggling – the brand was acquired by Kraft Foods in 2010 and continues to grow and innovate. Now, the company is using its candy packaging to change its product’s reputation and evoke a whole new type of emotional response in consumers.

Its Milk Tray is one offering that has been overhauled as the brand works to change public opinion about this particular product. Cadbury is redesigning its candy packaging to maintain a competitive edge with other confectionary companies and move away from its “last-minute gift” reputation.

Cadbury is working with a design firm to adorn its new candy packaging with hand-drawn illustrations evocative of its iconic chocolate shapes, establishing its new branding in a unique and inventive way. The candy packaging looks fashionable and elegant, and it highlights what’s inside in a sophisticated way. Cadbury is proving just how important packaging can be in shaping perceptions of a product and marketing it to a whole new consumer base. The Milk Tray products aren’t the eggs children love to find in their Easter baskets – they’re special little chocolates that can be purchased and consumed year round. They don’t come in a heart-shaped box, but rather in packaging that makes consumers curious about what’s inside and inspires them to dive right in.

We’re seeing more brands choosing candy packaging that is inventive and with technologically advanced materials that lend well to creative, eye-catching designs.

When a company wants to rebrand its product or inspire new reactions to it, packaging can act as the megaphone that gets the message across quickly and effectively. Choosing packaging that is both creatively designed and protective is the magic combination for successfully marketing a product and keeping it fresh on the shelves. This is why custom printed pouches are in such high demand among food and beverage consumers – they’re a sleeker, more modern form of product packaging that helps establish brands as innovative and distinct from competitors.

Packaging has the ability to conjure up the same types of intoxicating emotions and fiery brain chemicals that keep people returning to a much-desired product like chocolate. Its look and feel can materialize memories and dreams, and as soon as the package is open, consumers’ senses are filled with aromatic fervor that gets them excited about the product. Working with a forward-thinking designer and knowledgeable packaging supplier can help brands re-introduce their products to the market in imaginative and memorable ways.