Cadbury celebrates everyday acts of generosity with limited-edition packaging

Cadbury has unveiled its latest integrated campaign "Made to share", developed in partnership with its global creative agency, VCCP. The campaign, part of Cadbury’s Dairy Milk ‘Generosity’ brand platform, celebrates the everyday acts of kindness that bring people closer together. 

At its core, the campaign introduces limited edition Cadbury Dairy Milk bars designed to honour small but meaningful gestures that often go unnoticed. The packaging of each limited-edition bar features a playful redesign which suggests how the chunks within could be shared.

Each limited-edition pack, ideated by VCCP and designed by Bulletproof, suggests how the bar can be shared based on a familiar scenario with ‘fair’ ratios based on the relative generosity of each friend or family member. These scenarios make every bar a delightful way to say thank you to the unsung heroes within families and friendship groups.

Don't miss: OREO's playful audio experience invites fans to decode cookie combinations 

One example featured the division of labour that makes up for a successful road trip. Half of the bar was portioned off for the person who drives, with a smaller section for the person who navigated and just a few blocks for the person who slept the entire way. 

With 40 squares in every bar, the redesigned packaging provides a fun new way to share chocolate, and a small way to recognise the generosity of loved ones.

"Made to share" furthers Cadbury’s mission to inspire moments of generosity. It spans across digital out of home, social, TV and retail in the UK.

As part of the integrated campaign, out of home posters will showcase the limited-edition redesign in playful and relevant ways, each strategically placed across different media channels and physical locations. For example, designs that focus on dividing up the roles when cooking with friends and family will be positioned outside supermarkets. Meanwhile, out of home in and around airports will spotlight how bars can be shared to celebrate the person within a group of friends that took charge of booking the holiday and made it happen. 

“Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter," said Elise Burditt, senior director at Cadbury UK. 

“When we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries, but in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity - the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you're housemates, colleagues or just a bunch of mates," added Tom Lee and Alice Goodrich, creatives at VCCP. 

"Made to share" was brought to life by VCCP, in collaboration with global content production studio Girl&Bear. The VCCP retail experience team worked on the retail strategy and the development of retail media assets. Publicis Media led media, Ogilvy led PR and influencers while Elvis managed organic social. Bulletproof designed the pack. 

This isn't the first time Cadbury created a new packaging for a campaign. In 2019, the brand removed words from its packaging to draw awareness to how 225,000 older people often go a whole week without speaking to anyone and to help Age UK, a charity organisation, fight loneliness. For every purchase of a wordless Cadbury bar, the brand donated 30 pence to the organisation. 

Closer to home, Cadbury Malaysia launched a Merdeka campaign film in 2022 to pay tribute to the founding of Malaysia. Done in collaboration with Ogilvy Malaysia, the film titled “Merdeka Unseen” encouraged Malaysians to look at Merdeka differently and in turn, change the way they celebrate this significant day in the history of Malaysia.

Rather than produce a film with a fictional story, the film featured Johan, a gentleman that was present during that iconic Merdeka Day in 1957 and brought him back to the stadium to relive that experience. Through the use of technology, the film brought to life the many symbolic moments that happened that same day, defining the spirit of what it means to be Malaysian.

In real-time, as Johan walked through the stadium, memories were projected onto the seats where those moments happened. Through Johan’s memories of Merdeka, the film served as a reminder that generosity has always been at the heart of the Malaysian spirit.

Related articles:    
Mondelez names new SEA vice president of marketing 
Cadbury sells broken chocolate bars to help those affected in Turkey and Syria 
Cadbury pays tribute to birth of Malaysia