Bad news for consumers of Dairy Milk who like to purchase ‘sharing sized’ bars and gobble up 40 squares of chocolate themselves. 

Cadbury has launched a new limited edition range which suggests how the chocolate can be distributed, based on the relative generosity of friends, family members and colleagues. A campaign which brings more rigour to the ‘generosity’ brand platform with a clear guide to just how much of that sharing sized block of chocolate needs to be shared.

The proportion to be shared is divided up on the packaging of each bar, based on a range of routine tasks. 

For example, one bar brings to life the division of labour that makes up a successful road trip: half of the bar being portioned off for ‘who drove’, with a smaller section for ‘who navigated’ and just a few blocks for the person ‘who slept’ the entire way. Another attributes the biggest chunk of chocolate to ‘who presented the slides’ with a smaller section for ‘who took notes’ and a smaller section still to those who ‘contributed a ‘cheers all' at the end’.

The idea for the campaign came from VCCP, with design handled by Bulletproof. The scenarios are designed to continue to drive forward Cadbury’s association with acts of generosity. The chocolate brand has successfully eschewed the big budget TV spot in favour of its ‘Secret Santa’ campaign which allows consumers to send Chocolate to friends and family for free.

The latest campaign spans across digital out of home, social, TV and retail. As part of the integrated campaign, out of home posters will showcase the limited edition redesign in playful and relevant ways, each strategically placed across different media channels and physical locations. 

Designs that focus on dividing up the roles when cooking with friends and family will be positioned outside supermarkets and out of home in and around airports will spotlight how bars can be shared to celebrate the person within a group of friends that took charge of booking the holiday. 

Elise Burditt, Senior Director at Cadbury UK, explained: “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 recognise and celebrate the everyday acts of generosity that make life a little sweeter.”

Tom Lee & Alice Goodrich, Creatives at VCCP, added: “When we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity - the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you're housemates, colleagues or just a bunch of mates.”

The campaign will run across the UK and will appear on VOD, social media, YouTube, and Out of Home.