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Cadbury is building on its ‘spirit of generosity’ with the introduction of the Cadbury Dairy Milk Made to Share range. The twelve limited edition pack designs for its 180g and 95g pricemarked bars all centre around appreciation for each other, encouraging shoppers to pick up a bar to share with someone they care about.

The suite of limited-edition bars, available from this week, have been created to help shoppers celebrate kindness and drive connection, providing a light-hearted way to spread positivity and recognition for loved ones and life’s everyday tasks.

With front-of-pack designs posing questions such as ‘Who Pays the Subscription?’, ‘Who Drove?’ and ‘Who Cooked?’ to determine who gets the biggest share of chocolate, the packs add a novelty to the sharing occasion and create a tongue-in-cheek and collectable gifting opportunity.

Each case of 180g and 95g Cadbury Dairy Milk bars will include three different designs from the suite of twelve, giving shoppers a range of designs to choose from.

Significant media investment will bring the on-pack scenarios to life in a fun and engaging way, sending shoppers to store to find the bars which resonate the most with them. The extensive campaign will include out-of-home advertising, social activity and PR to drive awareness and excitement of this limited-edition range.

Connor Gould, brand manager at supplier Mondelēz International, said: “We’re really excited to be launching these limited bars that touch on relatable acts of generosity.

“Generosity is at the heart of our brand, so we wanted to make it easier than ever for people say a little extra thank you to those around them in everyday life, and to support retailers to drive sales around the sharing occasion.”