I’m sitting with two friends, after having just made them a delicious dinner.
I then surprise them by revealing a bar of chocolate as a post-dinner treat.
Now, social convention would suggest that in the interests of fairness, the slab should be divided equally, like so.
However, this doesn’t honour the brutal reality of the evening, which is as follows:
Given this, what might our allocation of chocolate look like if we’re being really honest about our relative inputs?
Something like this?
Now, it certainly isn't equal, but is it more fair?!
Discuss.
Whatever you think, this playful tension lies at the core of Cadbury’s new limited edition "Made for Sharing" chocolate bar packaging.
Here, everyday social dynamics are validated and / or exposed in a series of 12 relatable 2-4 player 'games'.
Because where there are numbers (chocolate squares), there are games...
All players are 'seen', with the the 40 squares of chocolate in each pack fairly dished out based on pure effort, and not mere kindness.
Why does it work, behaviourally?
Though it does honour the basic principle of reciprocity in sharing (everyone gets something, no matter how lazy), it also uses contrast to highlight the social differences that are present in our everyday shared moments.
Importantly, the humor in the tone of the campaign is carefully balanced; enough to be a light dig that highlights unequal effort and offer a conversation-starter to the group, but not so much to cause undue discomfort and end the party early.
Across these 12 packs, it’s also nice to see Cadbury’s exploring unconventional moments that often go unnoticed.
Tom Lee & Alice Goodrich of VCCP (who created the campaign for Cadbury) agree:
“When we think of sharing, we tend to think of big events like family Christmases, birthdays, 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”
Going further
Strictly for research purposes only, I bought 3 of the 12 available packs, just to inspect the chocolate inside.
What’s interesting is that from a cost perspective, the idea is ingenious:
The variable packaging adds so much fun and texture to existing moments between loved ones, yet the core product within stays exactly the same.
Note: Cadbury's / Mondelez has a proven history here with personalised sleeves that up the price from £3.00 a bar to a whopping £8.00, like this one below.
That said, I must say I was a little disappointed for the story not to continue on the chocolate itself, especially because the product is framed as a limited edition and called “Made to Share”.
It’d be hilarious to apportion a real limited edition bar out along easily-breakable subdivisions that mirror the packaging.
Each chocolate block could even include a subtle reference to the eater's relative status in the group.
A trend towards social nuance?
Whatever you think of the chocolate itself, it’s great that Cadbury’s is exploring the emotional and social layer of their broader product experience.
By doing so, they're offering consumers playful new ways to collectively lean into and indulge in the finer details of life.
In future, I'd not be surprised to see other brands highlight warm, hidden moments that can bring us closer by consuming their product together...
...
...Together...or aggressively alone, just out of spite at the washing up not being done after dinner.
Yours bitterly,
Jerome
Relatedness
Branding
Some for you...but actually more for me
How Cadbury explore the playful friction of social dynamics with chocolate bars
I’m sitting with two friends, after having just made them a delicious dinner.
I then surprise them by revealing a bar of chocolate as a post-dinner treat.
Now, social convention would suggest that in the interests of fairness, the slab should be divided equally, like so.
However, this doesn’t honour the brutal reality of the evening, which is as follows:
Given this, what might our allocation of chocolate look like if we’re being really honest about our relative inputs?
Something like this?
Now, it certainly isn't equal, but is it more fair?!
Discuss.
Whatever you think, this playful tension lies at the core of Cadbury’s new limited edition "Made for Sharing" chocolate bar packaging.
Here, everyday social dynamics are validated and / or exposed in a series of 12 relatable 2-4 player 'games'.
Because where there are numbers (chocolate squares), there are games...
All players are 'seen', with the the 40 squares of chocolate in each pack fairly dished out based on pure effort, and not mere kindness.
Why does it work, behaviourally?
Though it does honour the basic principle of reciprocity in sharing (everyone gets something, no matter how lazy), it also uses contrast to highlight the social differences that are present in our everyday shared moments.
Importantly, the humor in the tone of the campaign is carefully balanced; enough to be a light dig that highlights unequal effort and offer a conversation-starter to the group, but not so much to cause undue discomfort and end the party early.
Across these 12 packs, it’s also nice to see Cadbury’s exploring unconventional moments that often go unnoticed.
Tom Lee & Alice Goodrich of VCCP (who created the campaign for Cadbury) agree:
“When we think of sharing, we tend to think of big events like family Christmases, birthdays, 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”
Going further
Strictly for research purposes only, I bought 3 of the 12 available packs, just to inspect the chocolate inside.
What’s interesting is that from a cost perspective, the idea is ingenious:
The variable packaging adds so much fun and texture to existing moments between loved ones, yet the core product within stays exactly the same.
Note: Cadbury's / Mondelez has a proven history here with personalised sleeves that up the price from £3.00 a bar to a whopping £8.00, like this one below.
That said, I must say I was a little disappointed for the story not to continue on the chocolate itself, especially because the product is framed as a limited edition and called “Made to Share”.
It’d be hilarious to apportion a real limited edition bar out along easily-breakable subdivisions that mirror the packaging.
Each chocolate block could even include a subtle reference to the eater's relative status in the group.
A trend towards social nuance?
Whatever you think of the chocolate itself, it’s great that Cadbury’s is exploring the emotional and social layer of their broader product experience.
By doing so, they're offering consumers playful new ways to collectively lean into and indulge in the finer details of life.
In future, I'd not be surprised to see other brands highlight warm, hidden moments that can bring us closer by consuming their product together...
...
...Together...or aggressively alone, just out of spite at the washing up not being done after dinner.
Yours bitterly,
Jerome
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Relatedness
Branding
Some for you...but actually more for me
How Cadbury explore the playful friction of social dynamics with chocolate bars
I’m sitting with two friends, after having just made them a delicious dinner.
I then surprise them by revealing a bar of chocolate as a post-dinner treat.
Now, social convention would suggest that in the interests of fairness, the slab should be divided equally, like so.
However, this doesn’t honour the brutal reality of the evening, which is as follows:
Given this, what might our allocation of chocolate look like if we’re being really honest about our relative inputs?
Something like this?
Now, it certainly isn't equal, but is it more fair?!
Discuss.
Whatever you think, this playful tension lies at the core of Cadbury’s new limited edition "Made for Sharing" chocolate bar packaging.
Here, everyday social dynamics are validated and / or exposed in a series of 12 relatable 2-4 player 'games'.
Because where there are numbers (chocolate squares), there are games...
All players are 'seen', with the the 40 squares of chocolate in each pack fairly dished out based on pure effort, and not mere kindness.
Why does it work, behaviourally?
Though it does honour the basic principle of reciprocity in sharing (everyone gets something, no matter how lazy), it also uses contrast to highlight the social differences that are present in our everyday shared moments.
Importantly, the humor in the tone of the campaign is carefully balanced; enough to be a light dig that highlights unequal effort and offer a conversation-starter to the group, but not so much to cause undue discomfort and end the party early.
Across these 12 packs, it’s also nice to see Cadbury’s exploring unconventional moments that often go unnoticed.
Tom Lee & Alice Goodrich of VCCP (who created the campaign for Cadbury) agree:
“When we think of sharing, we tend to think of big events like family Christmases, birthdays, 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”
Going further
Strictly for research purposes only, I bought 3 of the 12 available packs, just to inspect the chocolate inside.
What’s interesting is that from a cost perspective, the idea is ingenious:
The variable packaging adds so much fun and texture to existing moments between loved ones, yet the core product within stays exactly the same.
Note: Cadbury's / Mondelez has a proven history here with personalised sleeves that up the price from £3.00 a bar to a whopping £8.00, like this one below.
That said, I must say I was a little disappointed for the story not to continue on the chocolate itself, especially because the product is framed as a limited edition and called “Made to Share”.
It’d be hilarious to apportion a real limited edition bar out along easily-breakable subdivisions that mirror the packaging.
Each chocolate block could even include a subtle reference to the eater's relative status in the group.
A trend towards social nuance?
Whatever you think of the chocolate itself, it’s great that Cadbury’s is exploring the emotional and social layer of their broader product experience.
By doing so, they're offering consumers playful new ways to collectively lean into and indulge in the finer details of life.
In future, I'd not be surprised to see other brands highlight warm, hidden moments that can bring us closer by consuming their product together...
...
...Together...or aggressively alone, just out of spite at the washing up not being done after dinner.
Yours bitterly,
Jerome
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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