Staying true to its brand identity — which is centered on kindness and generosity — Cadbury UK teamed up with its global creative agency VCCP to launch a heartwarming campaign. Labeled “Made to Share,” the initiative shines a light on moments of kindness shared between family members, friends, or coworkers that often go unnoticed. At the heart of the campaign is a new range of 12 limited-edition Cadbury Dairy Milk bars, with a packaging design that promotes a fairer way to share the chocolate squares.
Speaking about the campaign, which is part of Cadbury’s Dairy Milk ‘Generosity’ brand platform, Elise Burditt, Senior Director at Cadbury UK, said: “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 recognize and celebrate the everyday acts of generosity that make life a little sweeter.”
With playful designs developed by Bulletproof, each packaging encourages a more equitable distribution of the bar’s 40 squares, with the amount of chocolate given depending on how much someone contributed to a task. For example, the sweet reward after a road trip will be divided into three parts: half of the bar goes to the one “who drove,” a smaller section for the one “who navigated,” and just a few squares for the one “who slept” throughout the trip.
“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,” continued Tom Lee & Alice Goodrich, Creatives at VCCP.
Crafted by VCCP, with the help of global content production studio Girl&Bear, the “Made to Share” campaign mirrors the Mondelēz-International-owned brand’s pursuit to inspire moments of generosity. The initiative spans across DOOH, social, TV, and retail. Alongside, OOH posters will display the limited-edition packaging design in relevant ways, each placed across various media platforms.
CREDITS
Brand: Cadbury UK
Agency: VCCP
Creatives: Tom Lee & Alice Goodrich
Packaging Design: Bulletproof
Production Company: Girl&Bear
