Cadbury's 'Made To Share' Campaign Arrives In The UAE
Cadbury has announced the launch of its “Made To Share Bars” in the United Arab Emirates, extending a campaign strategy that originated in the United Kingdom. The release highlights the chocolate brand’s sustained focus on celebrating everyday generosity and the small, often-unacknowledged, acts of kindness that strengthen personal relationships.
This regional launch follows the UK’s successful introduction of the limited-edition Cadbury Dairy Milk bars. The campaign, developed in collaboration with global creative agency VCCP and with packaging designed by Bulletproof, ingeniously redesigned the classic Dairy Milk wrapper into witty, pre-divided chunk allocations that are printed directly on the packaging, turning a simple chocolate bar into a playful social contract. Specific examples included allocations that addressed relatable domestic and travel scenarios, such as the ‘who drove / who navigated / who slept’ division for a road trip, or the ‘who cooked / who cleaned / who ate’ split for a kitchen scenario. This tongue-in-cheek approach transforms the act of sharing from a simple division of product into a moment of gratitude and light-hearted recognition.
The expansion of the “Made To Share” concept into the UAE signifies the product’s transition from a limited-edition novelty into a core commercial strategy, recognising the universal appeal of using food as a catalyst for connection and appreciation in social dynamics across different markets.
Industry Trends And Themes Centred On Sharing And Connection
Intentional ‘share-first’ product formats and the redefinition of portioning: Brands are creating specific product formats engineered for group consumption, moving away from simple larger sizes to products that are inherently easier to divide and distribute. This strategic focus on intentional sharing also functions to normalize smaller individual portions by framing them as an outcome of group generosity and connection, shifting the consumer conversation from product size to the enhanced social value of the experience. Cadbury with its “Made To Share Bars,” uses packaging that facilitates equitable sharing, transforming the division of the product into a positive, socially motivated act. KitKat (UK) introduced new sharing bars in three distinct flavours, focusing on a format explicitly labelled for sharing. M&M’s (North America) offered its new Honey Roasted Peanut flavour in a large sharing size stand up pouch, positioning it as the format for communal enjoyment.
Catering to generational values, prioritising moments over products: The sharing theme aligns with the consumption behaviour of younger generations, particularly Gen Z, who often place a higher value on experiences, moments of connection, and creating shareable content (digital and physical) than on the sheer volume of the product itself. Cadbury’s Made Tp Share campaign uses witty, relatable scenarios that focuses on the product’s value on the interactive moment of division. Siamaya Chocolate (Thailand) framed its New Year bar not just as a treat but as a “symbolic celebration” and an act of sharing with family or gifting to friends.
The emotionalisation of everyday indulgence: Marketing narratives are shifting from pure indulgence to connecting the product purchase with emotional benefits, specifically promoting concepts of appreciation, kindness, and relationship building. Cadbury’s campaign explicitly reinforces its ‘Generosity’ brand platform, positioning the bar as a tangible “thank you.” GODIVA (USA) campaign, “The Most Chocolatey Time of the Year,” highlights the beauty of gifting, sharing, and connecting with loved ones.
The seasonal and gifting sharing economy: Key holidays and cultural festivals are used as primary triggers for limited-edition products that centre on gifting and sharing joy within families and communities. Lindt launched the festive TEDDY Chocolate Bar for Christmas, explicitly citing its suitability for gifting and sharing. SNA’AP Chocolates (UAE) introduced a limited edition Mumbai Chocolate for Diwali, noting it is perfect for sharing joy. KitKat (USA) released KIT KAT® Counts in snack and jumbo size assortment bags for Halloween to encourage sharing.