New packaging from Cadbury Dairy Milk rewards cooks and drivers
By James Herring on Saturday, January 25, 2025
The brand’s long standing purpose around generosity takes a fun pivot as it ‘divides’ the bar (and reward/gratitude) in proportion to the communal effort around domestic acts such as cooking or car journeys.
Sienna Wilkins spotted the design and posted them on TikTok.
Charlotte Rouse commented “The phrases on the packaging perfectly capture those little group moments we’ve all been part of. It’s not just about the chocolate, it’s about the shared laughs and dynamics that bring people together.”
One chocolate bar focussed around cooking is proportionally split according to contribution of the participants – ‘Who cooked’ (50%), ‘Who Cleaned’ (35%), ‘Who ate’ (15%).
Another on car journeys ‘Who Drove’ (50%), ‘Who Navigated’ (35%), ‘Who Slept’ (15%).
The campaign was delivered by VCCP and global content production studio Girl & Bear.
Elise Burditt, Senior Director at Cadbury UK said: “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 VCCP Retail Experience team worked on the retail strategy and the development of retail media assets, and media was led by Publicis Media and PR and influencers led by Ogilvy and Elvis managing organic social, and pack design by Bulletproof.
CAMPAIGN CREDITS
CLIENT: Mondelez
SENIOR MARKETING DIRECTOR: Elise Burditt
MARKETING MANAGER: Michael Moore
BRAND MANAGER: Maria Jackson
BRAND MANAGER: Connor Gould
ADVERTISING AGENCY: VCCP
CHIEF CREATIVE OFFICERS: Chris Birch & Jonny Parker
CREATIVE DIRECTOR: Zoë Stock
CREATIVE DIRECTOR: Angus Vine
CREATIVE TEAM: Tom Lee & Alice Goodrich
GROUP MANAGING DIRECTOR: David Boscawen
MANAGING PARTNER: Matt Smith
SENIOR ACCOUNT DIRECTOR: Kitty Burroughes
ACCOUNT DIRECTOR: Oliver Robinson
SENIOR ACCOUNT MANAGER: Maddie Jones
ACCOUNT EXECUTIVE: Ilyria Remington
PLANNING DIRECTOR: Andy Nicholls
SENIOR PLANNER: Charlotte O’Brien
HEAD OF RETAIL EXPERIENCE STRATEGY: Stephen Renou
AGENCY TV PRODUCER: Hannah Chitty
AGENCY CREATIVE PRODUCER: Patrick Smith & Michael Davies
MEDIA BUYING AGENCY: Publicis Media
PRODUCTION COMPANY: Girl & Bear
DIRECTOR: Zak Razvi
EDITOR: Elena De Palma
EXECUTIVE PRODUCER: Charlotte Borrell
PRODUCER: Hannah Chitty
POST-PRODUCTION COMPANY: Ten Three and Electric Theatre Collective
POST PRODUCER: Tosin Lepe
COLOURIST Jason Wallis
AUDIO POST-PRODUCTION COMPANY: King Lear
SOUND ENGINEER – Dugal
SENIOR POST PRODUCER: James Ketterer
EDITOR: Tom James
SOUND ENGINEER: Emily Vizard
PR &SOCIAL: Ogilvy PR & Elvis
PACKAGING DESIGN: Bulletproof
DESIGNER: Rob Churcher
ARTWORKER: Nick Normann, James Perry, Jana Hajkova