The “Made to Share” campaign reframes sharing — not as a forced act, but as a spontaneous gesture of generosity.
By launching limited‑edition Cadbury Dairy Milk bars redesigned to reflect everyday acts of kindness, the campaign turns the familiar act of giving chocolate into a meaningful ritual. Each bar’s packaging is thoughtfully reimagined: the chocolate chunks are divided into portions that mirror real‑life situations — for instance, in a road‑trip context, with larger shares for “who drove,” smaller ones for “who navigated,” and a few pieces for “who slept.” This playful design invites people to thank small but important contributors in social groups: friends, family, roommates, or colleagues.
Rather than positioning the product as just a sweet treat, the campaign taps into human emotions and social dynamics. It builds on the brand’s long‑standing “Generosity” ethos, leveraging design, storytelling and culture — not only across packaging but via integrated media: retail, out‑of‑home, social media, digital, and possibly video. The result: “Made to Share” becomes more than a marketing stunt — it becomes a gesture that celebrates everyday kindness, fosters connection, and makes the chocolate bar a symbol of gratitude and shared experiences.
AWARDS
Eurobest 2025
CREDITS
Client: Cadbury (Mondelēz). Senior Marketing Director: Elise Burditt. Marketing Manager: Michael Moore. Brand Managers: Maria Jackson; Connor Gould. Advertising Agency: VCCP London. Chief Creative Officers: Chris Birch & Jonny Parker. Creative Directors: Zoë Stock; Angus Vine. Creative Team: Tom Lee & Alice Goodrich. Group Managing Director: David Boscawen. Design Agency (packaging): Bulletproof London. Production Company (content + media): Girl&Bear.
