Cadbury unveils "Made to Share" campaign with limited edition packaging

Cadbury, the multinational confectionary company, has unveiled its latest campaign, “Made to Share,”
in association with VCCP, its global creative agency. The campaign highlights acts of kindness that bring
people together. It is part of its Dairy Milk ‘Generosity’ platform.

The campaign also brings forth a limited edition packaging having Cadbury Dairy Milk bars designed
specifically to honor the small acts of kindness. The packaging design features a lively redesign,
highlighting the sharing portion of the bar in a meaningful way.

VCCP brainstormed the idea of the limited-edition packaging, which Bulletproof created later. The
packaging features a fair ratio based on kindness for family and friends. With this strategic design, the
bar appears as a delightful gift conveying thank you to the deserving person.

Each bar contains 40 squares and the packaging redesign offers a playful way to share each portion
based on generosity. With this campaign “Made to Share” Cadbury takes its mission to another level to
encourage kindness. The campaign spans across digital out of home, TV, social, and retail platforms.

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The out-of-home posters capture the limited-edition packaging design with strategic visuals and images.
Each poster is placed across various platforms and locations. For example, poster designs highlighting
the roles of cooking with family and friends will be placed around supermarkets. However, posters
highlighting family and friends helping in holiday booking will be placed in and around airports.

Elise Burditt, senior director at Cadbury UK. Said that, “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”.

According to the creatives at VCCP, small acts of kindness are an integral part of everyday life. People
often help family, friends, and even strangers without thinking twice. So, the redesign of Cadbury Dairy
Milk bars reflects their compassion and benevolent gesture.

The VCCP in collaboration with Girl&Bear brought the “Made to Share” campaign to life. The VCCP retail
experience team took charge of the retail strategy and developed media assets. On the other hand,
Publicis Media took charge of media, Elvis led organic social, and Ogilvy managed PR with influencers.
The package design was created by Bulletproof.

From time to time, the company changes its packaging to highlight different aspects of life.

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