Cadbury Dairy Milk launches ‘Made To Share’ limited edition bars

Cadburyis building on its spirit of generosity with the introduction of its Cadbury Dairy Milk Made to Share range. The twelve limited edition on-pack designs for its Cadbury Dairy Milk 180g and 95g PMP bars are all centred around appreciation for each other and encourage shoppers to pick up a bar to share with someone they care about.

The suite of limited-edition bars, which will be available from the end of January, have been created to help shoppers celebrate kindness and drive connection, providing an easy and light-hearted way to spread positivity and recognition for loved ones and life’s everyday tasks. With front-of-pack designs posing questions such as “Who Pays the Subscription?”, “Who Drove?” and “Who Cooked?” to determine who gets the biggest share of chocolate, the playful new riffs on the iconic Cadbury Dairy Milk bars add a novelty to the sharing occasion and create a tongue-in-cheek and collectable gifting opportunity.

Each case of 180g and 95g Cadbury Dairy Milk bars will include three different designs from the suite of twelve, giving shoppers a range of designs to choose from to share with their loved ones. Significant media investment will bring the on-pack scenarios to life in a fun and engaging way, sending shoppers to store to find the bars which resonate the most with them. The extensive campaign will include out-of-home advertising, social activity and PR to drive awareness and excitement of this limited-edition range.

"We are really excited to be launching these limited-edition bars that touch on relatable acts of generosity,” said Connor Gould, Cadbury Dairy Milk Brand Manager at Mondelēz International. “Generosity is at the heart of our brand, so we wanted to make it easier than ever for people say a little extra thank you to those around them in everyday life, and to support retailers to drive sales around the sharing occasion."