ABOUT

It all started with Cadbury, who were the first to divide their bars into bite sized chunks back in the early 1900’s. Bars that were literally made to share. So what better way to get people thinking generously and honour that heritage, by encouraging more people to share their bars.

A bar of Cadbury Dairy Milk is made up of 36 chunks. It is literally Made to Share. And there is no better way to demonstrate that fact than with the packs themselves. So we divided up our bars of Cadbury Dairy Milk to be shared proportionately, rewarding the generous ones amongst us with the largest share. Each visual was inspired by the relatable behaviours of our nearest and dearest, whether a family, a sharehouse, colleagues or a bunch of mates.

In our new instalment of ‘Made to Share’, the packaging bar outline was overlaid over photos of family and friendship groups to show who gets which bit. This bespoke airport DOOH placement championed the specific travel insight targeting travellers who were just about to fly abroad.