Cadbury’s latest campaign reimagines how we split our favourite chocolate bars, using playful packaging to celebrate everyday acts of generosity.
Cadbury has again captured everyday generosity with its latest integrated campaign, ‘Made to Share’. In collaboration with its global creative agency VCCP and with packaging designed by Bulletproof, the chocolate brand has introduced limited-edition Dairy Milk bars that celebrate the small yet meaningful gestures that bring people together.
At the heart of the campaign lies a playful redesign of the classic Cadbury Dairy Milk packaging. These limited edition bars provide a tongue-in-cheek nod to how we naturally share chocolate with friends and family, using witty chunk divisions to acknowledge the different roles people play in everyday situations. Whether it’s recognising ‘who drove’ versus ‘who slept’ on a road trip or splitting up responsibilities in the kitchen with a ‘who cooked / who cleaned / who ate’ scenario, each bar turns a simple moment into an opportunity for gratitude.
On the campaign’s purpose, Elise Burditt, Cadbury UK senior director, says: “Cadbury’s brand identity revolves around generosity, and this campaign embodies 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.”
According to creatives Alice Goodrich and Tom Lee from VCCP, the concept was born out of a desire to build on last year’s 200th anniversary Retro packaging but with a fresh focus on Cadbury’s long-running Generosity platform. The brief? To find a new and engaging way to share a Dairy Milk bar with the people closest to us.
“The first presentation was just a single page with the ‘Who cooked / Who cleaned / Who ate’ execution,” Lee reveals. Essentially, it was a rough idea inspired by a typical domestic debate one of them had with their partner. A shower thought turned into a scamp and then, before they knew it, an entire campaign. “Humble beginnings, to say the least,” he adds.
While the idea might sound simple, arriving at the final execution was anything but. The team explored countless variations of packaging concepts before landing on the quietly confident approach. Goodrich believes that “creative limitations are underrated. She explains: “We explored loads of packaging ideas around sharing – some really visual, some more understated – and these fell into the ‘understated’ category.
“The clients were super collaborative and took the risk in going with the quiet, confident, unusual option, and they stuck with it. We think it’s paid off.”
Finding the right balance between specificity and universality was another challenge. “We wrote at least 100 different variations,” Lee adds. “Some really broad, others weirdly specific—like ‘Who buried the goldfish / who said a few words / who choked up.'”
The final 12 iterations were chosen because they felt authentic across different types of relationships, from housemates to families to colleagues.
To maximise the campaign’s impact, Cadbury and VCCP have executed a multi-channel approach, ensuring that the ‘Made to Share’ message reaches as many people as possible. The campaign spans digital out-of-home, social media, TV, and retail, with key placements tailored to resonate with different audiences.
For instance, supermarket placements highlight how the bars can be shared at home, while airport billboards recognise those who booked the holiday. The design of these ads reflects the campaign’s core sentiment—recognising the small acts of generosity that often go unnoticed.
Lee elaborates on this approach: “When we think of sharing, we tend to think of big events like family Christmases, birthdays, and 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 every day without thinking twice.”
The response has been overwhelmingly positive, even taking the creative team by surprise. “We never planned for any of this,” Goodrich admits. “A week before launch, a TikToker spotted the bars. Then, a meme account picked it up. Before we knew it, they were everywhere. We sort of went viral by mistake. Oops.”
This organic engagement has only reinforced the campaign’s message. People across social media have been sharing their own chunk division ideas, proving just how relatable and engaging the concept is. From office colleagues dividing up the last few squares to parents sneaking an extra piece for themselves, ‘Made to Share’ has sparked countless conversations about generosity and fairness.
Beyond the viral moment, the real success of ‘Made to Share’ lies in its ability to embed itself into everyday life. By designing packaging that naturally prompts conversation and interaction, Cadbury has created a product that does more than just satisfy a sweet tooth.
As the campaign continues to roll out across various media, its impact will likely extend far beyond the initial hype. Goodrich and Lee hope that the bars will continue to inspire small moments of connection, reinforcing the idea that sharing isn’t just about dividing chocolate – it’s about strengthening relationships.
Cadbury’s latest campaign is proof that sometimes, the sweetest gestures are the simplest.
