Made to Share

Client: Cadbury

In the early 1900s, Cadbury changed the way the world ate chocolate forever, dividing it into bite-sized chunks for the first time. It is literally ‘Made to Share’. But how do you decide who gets what?

Cadbury redesigned the packaging of its most iconic bar to solve the problem. Limited Edition Bars that come pre-divided, proportionately for different situations and group dynamics. Rewarding the generous ones amongst us with the largest share.

Insightful, relatable and most importantly - indisputable. No more squabbles, no more unfair allocation, no more chocolate monopolisation. Made to share, and now, made to share fair.

16.5 million ‘Made to Share’ bars have been sold, driving total Cadbury Dairy Milk Value Sales up +11.5% (vs the pre-pack activation period), smashing our key short-term sales objective.