CADBURY - MADE TO SHARE (Case Study) | Campaign

Описание: CADBURY - MADE TO SHARE (Case Study) | Campaign

1. Background

Cadbury Dairy Milk is the most popular chocolate in the United Kingdom. For two centuries, it’s been at the heart of everyday life in Britain, shared, given and received by friends, family and colleagues. These daily little acts of generosity are an important part of the fabric of life, and Cadbury wanted to encourage even more of them.

2. Creative Idea

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.

3. Insights & Strategy

In 1902, Cadbury instituted a monetary prize for suggestions from their employees on how things could be improved at the company - an unheard of innovation for workers at the time. By 1929, they had received 141,000 suggestions - nearly 5 for every single employee who had ever worked at Bournville. In amongst them was one which changed the way the world eats chocolate forever - the idea that Cadbury Dairy Milk should be divided into bite-sized chunks.

Today, there is no behaviour more natural than breaking up a bar of chocolate to share with those close to you. Sharing is caring after all. And it all started with Dairy Milk. So what better way to get people thinking about the generous people in their lives than by honouring that heritage, and encouraging people to chunk up and share their bars.

4. Execution

The Cadbury Limited Edition packs made for ideal 48 sheet posters which we rolled out nationwide across the UK. They were full of human insight yet leaned into a minimal simplicity, heroing individual packs of Dairy Milk chocolate.

Each placement championed a specific human insight around sharing - so tonally they felt authentic to different relationship groups. But at the same time, they were created to be as widely relatable as possible, so any member of the public would be able to see themselves in the scenario.

Throughout the campaign, the Cadbury Dairy Milk ‘Glass and a half’ logo acted as our device, dividing up the bars to be shared in different ways. These proportions were based on the real chunk segments of the bar. Each pack design used the different proportion sizes to help deliver the comedy of the copy.

5. Results

Since the launch of the campaign, 16.5 million ‘Made to Share’ bars have been sold, driving total Cadbury Dairy Milk Value Sales up +11.5% (vs the pre-pack activation period), smashing our key short-term sales objective.

The Cadbury ‘Made to Share’ campaign also;

Began trending in the UK
Was picked up by major UK meme accounts including @TheArchbishopOfBanterbury and @imjustbait
Spread to national news and radio including The Mirror, The Sun, Metro and MSN and Heart Radio

What’s more, despite being made solely for the UK, ‘Made to Share’ began trending globally, inspiring discussion and new user-generated versions in places such as India, USA, Turkey, South Africa, Australia, UAE, Egypt, Singapore and more.

Consequently, the UK campaign has now been picked up by other Cadbury markets around the world - with more bars to come.

Credits
Agency: VCCP / London; Bulletproof / London
Media Agency: Publicis Media
Client / Brand: Mondelēz International / Uxbridge
Production Company: Girl&Bear