⁨Made to Share⁩.

⁨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.⁩

⁨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.⁩