Cadbury’s has had the nation in hysterics over a clever rebrand which sees its mega-sized bars unevenly divided up among sharers
A clever marketing tactic from Cadbury’s has brought out the funny side of sharing your chocolate with loved ones.
Its new campaign, Made to Share, is quickly garnering attention, as buyers are loving the new packaging and what many are calling the fairest way to share a bar of chocolate – of course, it’s a joke (or maybe not.) Earlier this year, Cadbury, in collaboration with its global creative agency VCCP, launched a series of limited-edition packaging designs created by Bulletproof. Each design serves as a fun suggestion for how the iconic chocolate bar should be shared, acting as a token of appreciation for friends and family in different situations.
The campaign aims to celebrate everyday acts of kindness and connection, reinforcing the idea that small moments of generosity can bring people closer together. Each purple-wrapped bar is cleverly divided into sections labelled with relatable and humorous prompts, such as “Who cleaned,” “Who took the notes,” and more.
The creative packaging has sparked excitement on social media, with users sharing their favourite designs. On TikTok, user @bethwainwrightt spotted the new bars and posted a video showing some of the funny examples. The clip quickly gained attention, accumulating 25.6k views. She captioned it: “I love the new Cadburys campaign! I was stood in the aisle giggling to myself in the middle of Asda.”
Priced at £2, the chocolate bars have been designed to reflect real-life scenarios that many can relate to. In the eight-second video, Beth showed some of the chocolate bars with different slogans. One said: “Who drove, who navigated, who slept”, “Who booked the flights, who booked the hotel, who gets to go on holiday”. While another added: “Who pays for the subscription, viewer 2, viewer 3, viewer 4”, “Who cooked, who cleaned, who ate”.
Elise Burditt, senior director at Cadbury UK, expressed her excitement about the campaign, and added: “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.”
By combining humour, creativity, and the importance of sharing, Cadbury’s Made to Share campaign has successfully captured the hearts of chocolate lovers, proving once again that a simple bar of chocolate can create meaningful moments between friends and family.
