Die „Made to Share“-Kampagne von Cadbury definiert Großzügigkeit auf süßeste Weise neu.

Cadbury’s latest integrated campaign, ‚Made to Share‘, celebrates everyday generosity with limited-edition Dairy Milk bars designed in collaboration with VCCP and Bulletproof. The playful redesign of the packaging acknowledges the small gestures that bring people together, turning simple moments into opportunities for gratitude.

According to Cadbury UK senior director Elise Burditt, the campaign embodies the brand’s identity of generosity, celebrating connections that bring us closer. Creatives Alice Goodrich and Tom Lee from VCCP developed the concept to focus on Cadbury’s Generosity platform, finding a new and engaging way to share a Dairy Milk bar with loved ones.

The team faced challenges in balancing specificity and universality in the packaging concepts, ultimately choosing 12 variations that felt authentic across different relationships. The multi-channel approach of the campaign includes digital out-of-home, social media, TV, and retail placements tailored to resonate with various audiences.

Overall, the ‚Made to Share‘ campaign aims to recognize and celebrate everyday acts of generosity that make life sweeter, encouraging people to share moments with those closest to them.

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