Divvy up the workload and the chocolate reward
CHOCOLATE treats brand Cadbury has built on its spirit of generosity with the introduction of its new limited edition pack design, Cadbury Dairy Milk Made to Share.
Featuring 12 limited edition on-pack designs for Cadbury Dairy Milk 180g and 95g PMP bars, all packs have been designed around “appreciation for others” and to encourage shoppers to pick up a bar to share with someone they care about.
Each tablet bar features some light-hearted messaging to help spread positivity and give back to loved ones who take on everyday tasks such as cooking or cleaning.
The front-of-pack designs pose questions such as ‘Who Cooked?’, ‘Who Pays the Subscription?’ or ‘Who Drove?’ to determine who gets the biggest share of the chocolate bar, with the rest of the bar divided up to reflect the amount of work each individual has put in.
Each case of 180g bars and 95g PMPs include three different designs from the collection of 12, giving retailers more opportunities to drive up sales with shoppers who can resonate with the messaging on pack.
Parent firm Mondelēz International has said it has made a significant media investment into the limited edition bars in a bid to encourage more shoppers to seek them out in stores.
The extensive campaign includes out-of-home advertising, social activity and PR to help drive up awareness and excitement for the range.
Connor Gould, Cadbury Dairy Milk brand manager at Mondelēz International, said: “We are really excited to be launching these limited-edition bars that touch on relatable acts of generosity.
“Generosity is at the heart of our brand, so we wanted to make it easier than ever for people to say a little extra thank you to those around them in everyday life, and to support retailers to drive sales around the sharing occasion.”
