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Cadbury Dairy Milk had been off UAE shelves for over a year and was ready for a big comeback. We had always stood for “sharing the goodness within”, but this time we wanted to turn words into action.
For the relaunch, we encouraged people to share their Cadbury Dairy Milk bars with strangers—people they might not normally interact with. In a city of over 180 nationalities, this simple act of kindness broke the ice, showing that connection can be just a chocolate bar away.
To amplify the campaign, we built a microsite that rewarded bar-sharing with prizes, gamifying the experience. The campaign ran across social media and playful OOH, and our limited-edition Mission Bars sold out within weeks.