Summary
Cadbury's Made to Share campaign joyfully embraces the power of nudges to encourage and promote empathetic choices, equity, and sharing, while also creating opportunities for other industries to do the same.
Cadbury has tapped into the spirit of everyday generosity with its latest integrated campaign, 'Made to Share'. In collaboration with its global creative agency, VCCP, and packaging designed by Bulletproof, the brand has introduced limited-edition Dairy Milk bars that celebrate the small, meaningful gestures that bring people together. At the heart of the campaign is a playful redesign of the classic Dairy Milk packaging, with witty chunk divisions that humourously reflect the different roles people play in everyday situations, such as "Who booked the holiday?" or "Who did the washing up?" "When we think of sharing, we tend to think of big events like family Christmases, birthdays, and 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 every day without thinking twice," explains Tom Lee from VCCP.
Cadbury’s Made to Share campaign highlights the power of "nudges" in influencing behaviour. Rather than introducing new product options, such as low-sugar or bite-sized bars, Cadbury nudges consumers to make better choices by simply raising awareness of the options already available, playfully advising them through humour. In this case, the nudge encourages equity in sharing. Nudges are particularly effective in food choices, achieving up to 2.5 times greater impact compared to areas like finance or environmental behaviour. This mirrors the temptation people often face when indulging in treats—where self-control can be challenged, much like the constant lure of limitless options online. This concept can also be applied to cyber security. For example, when an employee receives a reminder to use a strong password before logging in to a company system, or when they are prompted to update their software with a simple notification, such nudges can help guide individuals toward making safer decisions and prioritising security, even in the face of digital distractions.