Cadbury has launched an innovative packaging campaign for its Dairy Milk that cleverly addresses the age-old question of how to fairly share a chocolate bar. The ‘Made to Share’ limited edition packaging campaign features 12 different limited-edition designs, with front-of-pack questions like ‘Who pays the subscription?’, ‘Who drove?’ and ‘Who cooked?’ playfully suggesting how to divide the chocolate based on everyday acts of generosity. The campaign has used everyday packaging as a focus for social commentary and engagement.
This creative packaging redesign is part of Cadbury’s long running Generosity focus – recognising the small acts of generosity that often go unnoticed. Since the launch of the campaign social media channels have been full of people creating their own visual interpretations of the viral “Made to Share” packaging.
The timing coincides with the brand’s transition to more sustainable packaging, with sharing bars moving to 80% recycled plastic wrappers, combining marketing innovation with environmental responsibility.
To maximise the campaign’s impact, Cadbury have implemented a multi-channel approach, with key placements tailored to resonate with different audiences. For example, supermarket placements highlight how the bars can be shared at home, while airport billboards recognise those who booked the holiday.
This #whatbrandsdo example is evidence of how much easier brand building is if you have a clear strategy; a strong relevant positioning; a world class communications idea; meaningful levels of investment; consistent delivery over the longer term. This is hard to do, but it is not complicated.
This framework takes a simple idea – that a chocolate bar should be divided up fairly – and magnifies it into a powerful piece of brand communications. It has total line of sight to the brand’s core ‘generosity’ idea, and for this reason, we suspect it builds enviable levels of engagement and distinctiveness. The link between generosity and sharing is strengthened by the insight into the complexities of family life and the idea that everyone should pull their weight i.e. even the pack idea has an emotional connection.
Great brands do not just make great ads, they sweat the details at every touch point to build superior mental availability and this, done well, grows share and value. To repeat, this only possible when you have a clear strategy and communicate your positioning, simply, effectively, and repeatedly.
The brand building work of Cadbury speaks for itself. So just enjoy. Great work VCCP London.
Discover more about Cadbury here.