Chocolate for the Ones Who Drive and the Ones Who Book the Flights

Tiffany Sun

September 19, 2025

In a friend group, there’s always a designated driver with a banged-up car that somehow never fails when needed; there’s the one with all the TV subscriptions—from Netflix to Disney+ to Hulu—that shares them as if they were popcorn; and there’s the talented cook who’s the star of every sleepover encircled by friends who don’t know how to chop vegetables. It’s all fun and giggles, but sometimes the ones who quietly carry the group deserve a little extra love. Cadbury’s “Made to Share” campaign brilliantly captures this idea.

Generosity has long been Cadbury’s core value, and its new campaign, launched at the start of 2025, in partnership with VCCP (its global creative agency) and Bulletproof’s packaging, is a playful twist to sharing chocolate bars by calling attention to the casual everyday gestures of kindness.

The campaign features 12 limited edition packaging designs with varying chunk size distributions in accordance with the role of each person. There are ones such as “who cooked, who cleaned, who ate,” “who  drove, who navigated, who slept,” “who booked the flights, who booked the hotel, who gets to go on vacation,” and “who chose what to watch, who let them choose what to watch.” Cadbury honors the small generosity in life by portioning off a bigger piece of the chocolate bar to those who went an extra mile—“who cooked,” “who drove,” “who booked the flights,” and “who let them choose what to watch.”

This clever new wrapping truly hits home with its relatable scenarios, and not only brings attention to the chocolate bar, but also reminds consumers to appreciate the unsung heroes they’re surrounded by. When purchasing one of these bars, friends and family learn to appreciate the selfless acts around them while collectively enjoying the sweet treat.

Great marketing strategies go beyond the product to hit at a larger theme, which is beautifully illustrated with Cadbury’s “Made to Share” campaign. Unsurprisingly, this new campaign has received a warm welcome and heaps of positive feedback.

As Tom Lee from VCCP explains, “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.”

Cadbury’s new campaign is indeed brilliant because it celebrates the small acts of kindness that make life a little sweeter, through both chocolate and appreciation.