Picture left to right: Catherine O'Hara Clare County Council, Siobhan Garvey Kilrush Town Council, Paul Madden Temple Gate Hotel & Clare Tourism Forum, Paul Ruane Graphic Designer, Rebecca Brew Chair Clare Tourism Forum, Maureen Cleary Clare Tourism Forum and Benny the Busker.
Cadbury have unveiled Paul Ruane’s Cliffs of Moher design as the first ever consumer-created wrapper for the iconic Cadbury Dairy Milk bar in Ireland. Clare man Paul’s design was chosen after a nationwide campaign following the Cadbury Dairy Milk task on TV3’s The Apprentice. The resulting campaign saw over 2000 entries and over 80,000 votes received for the final 5 shortlisted entries. The design will now appear on the front of over 600,000 Cadbury Dairy Milk bars made in Ireland.
“We are thrilled to have such a stunning setting as the Cliffs of Moher featured on over 600,000 wrappers of Cadbury Dairy Milk made here in Ireland. Paul has created a terrific design and we are proud to display it. The response we have received on this competition, starting back in early November last year, with our appearance on TV3’s “The Apprentice” has been nothing short of phenomenal. We are delighted that consumers all over Ireland will get to enjoy the same delicious Irish made Cadbury Dairy Milk, packaged with a picture of one of the world’s most beautiful sights.” Greta Hammel, Cadbury Ireland.
Describing the inspiration behind the design a proud Paul Ruane said: "I grew up in Clare and often visited the Cliffs of Moher as a child. My mother used to create oil paintings of the Cliffs of Moher so the image was iconic to me. It is fitting that this was my inspiration for this competition, and it was the perfect opportunity to combine three loves of mine - graphic design, county Clare and Cadbury chocolate. Being the overall winner just makes the whole experience extra special. I feel very proud and honoured to have my work featured on the wrapper of such a popular product. It was fantastic to have the freedom to be as creative as I wanted. I think now is a better time than ever to embrace and appreciate how special being Irish is and how beautiful Ireland really is."
Paul has been providing graphic design services to clients all over Ireland for over 10 years, and his company Midpoint Creative has won awards before but he feels this is something quite different. “It is extremely rewarding for a designer to see their work being loved by such a wide reaching audience. I had support from people I have never met and I have received strong support from people all over the work who like the design. And to see my work on the best selling confectionery bar in the country is very exciting.”, says Paul.
The wrapper will also come as a boost to the County Clare tourist attraction with the iconic image set to appear in stores all over Ireland. The Cliffs of Moher are Ireland’s most visited natural attraction with close to one million visitors each year. As one of only 28 finalists in a worldwide campaign to find the New 7 Wonders of Nature the Cliffs are flying the flag for Irish natural tourism and scenic beauty all over the world. In 2007 a new eco-friendly underground visitor centre was opened to the public by Clare County Council.
Katherine Webster, Director of the Cliffs of Moher Visitor Experience said: “All of us here at the Cliffs of Moher are really excited that’s Paul’s Cliffs design will be featuring on bars of Cadbury’s Dairy Milk all over the Republic of Ireland. The Cliffs are such an iconic Irish image and recognisable the world over. Putting them together with the chocolate bar puts two of my favourite things in the one place. It’s a delicious prospect!”
The wrapper will be a limited edition run and will be available in stores across the Republic of Ireland whilst stocks last.