Cadbury Dairy Milk / UK / 2025Design & Packaging · OOH
Made to Share.
Cadbury Dairy Milk released 12 limited-edition bars with the pack already marking who gets which chunks, from the duvet snatcher to the generous friend.
- Brand
- Cadbury Dairy Milk
- Agency
- VCCP
- Market
- UK
- Region
- Global
- Year
- 2025
The challenge
A bar of Dairy Milk comes in chunks, and sharing it raises a small, familiar question: who gets how much. Cadbury wanted to own that moment and drive short-term sales.
The idea
VCCP used the 'glass and a half' logo as a divider, splitting each bar along its real chunk lines in proportions that fit a sharing situation, with the biggest piece going to the most generous person. Each of the 12 packs had its own joke and matching typography. Ads showed different splits, and people wrote their own versions online.
Results
- According to The Drum Awards entry, 16.5 million Made to Share bars were sold.
- The entry reports Dairy Milk value sales up 11.5% against the period before the packs.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Advertising 2025 Grand Prix
- The Drum Awards for Advertising 2025 Gold (Copywriting)
Credits
- Creative agency
- VCCP
