Cadbury has rolled out limited-edition pack designs for its tablets, aimed to encourage sharing.
It has rolled out 12 designs for its Dairy Milk 180g and 95g PMP bars “all centred around appreciation for each other”.
Front-of-pack designs pose questions such as: ‘Who pays the subscription?’, ‘Who drove?’ and ‘Who cooked?’ to determine who gets the biggest share of chocolate.
Available to retailers now, each case of the 180g and 95g bars includes three different designs from the suite of 12.
“We are really excited to be launching these limited-edition bars that touch on relatable acts of generosity,” said Cadbury Dairy Milk brand manager Connor Gould.
“Generosity is at the heart of our brand, so we wanted to make it easier than ever for people say a little extra thank you to those around them in everyday life, and to support retailers to drive sales around the sharing occasion,” Gould added.
The ‘Made to share’ campaign is being backed by “significant media investment”, including out of home, social media and PR.
It coincides with Cadbury transitioning all of its sharing bars sold in the UK and Ireland to wrappers made from 80% recycled plastic, starting this year.
The move is the result of a collaboration with global packaging company Amcor and recyclable packaging manufacturer Jindal Films.
Consumers will also be able to access a new platform via an on-pack QR code to find out more about Cadbury’s packaging efforts.
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