Keeping up to date with its youthful target audience the pack now has a vibrant retro feel, with eye-catching graphics that truly jump out on shelf. The popular messaging that also appears on packs will communicate some new messages keeping up with the ever changing trends and lingo of the youth market.

The youth typically find it hard to express themselves, and are increasingly turning to technology, such as SMS and Mxit, to find their voices. Cadbury P.S. provides another medium to help them say what's on their minds and invites consumers to use the brand to 'tell it like it is'.

"The P.S. brand communication has been successfully built around this positioning, and the pack needed some new energy to stay relevant to the continually growing and ever-changing urban youth," explains Greg Banach, Head of Cadbury Chocolate Marketing.

The colourful, vibrant new packs, bursting with attitude are currently in stores nationwide for a recommended selling price (RSP) R5,99.