Let’s be honest, Mzansi, South Africans love deeply, whether it’s our partners, our families, or our close friends. However, when Valentine’s Day rolls around, the pressure to say it out loud can suddenly feel… weirdly difficult.
That’s the thing about love: it’s real, but expressing it can come with a little fear, a little cringe, and a whole lot of ‘gwababa’ (that awkward moment where your heart is full, but your mouth forgets how words work).
This Valentine’s Day, Cadbury Dairy Milk is tapping into that perfectly human awkwardness and inspiring fans to share from the heart with a simple gesture that makes saying the words that much easier.
Cadbury Dairy Milk is celebrating all forms of love from the huggers versus the non-huggers, the infamous ‘bro hug’, the struggle of hard launching a relationship, and even those moments when “I love you” comes out as a joke… because being sincere feels too brave.
The pressure to perfectly express emotion, especially for those where it doesn’t come naturally, often leads to social media-inspired, AI-derived, seemingly cut-and-paste confessions of love. While we may all have a different love, Cadbury Dairy Milk is encouraging fans to embrace the awkward.
Cadbury Dairy Milk Share From The Heart is a light-hearted call to action that reflects how we can really show love in an authentic way. Cadbury is inviting South Africans to laugh, relate, and maybe find the courage to be a little more heartfelt, even if it comes out clumsy.
This Valentine’s month, look out for delicious Cadbury Dairy Milk slabs wrapped in special messages of love in an array of South African languages to help you find your true voice.
While saying the ‘L’ word may be difficult, saying it in the city of love, Paris, is much easier. Which is why Cadbury is also rewarding fans this Valentine’s Day with the opportunity to win an all-expense paid trip for two to Paris*.
For those who want to make a dramatic statement in the run-up to Valentine’s Day, enter your details and message and see your heartfelt messages come alive on digital billboards across South Africa.
There is also an immersive Share Your Love experience coming to Sandton City in Johannesburg between 10 and 16 February 2026.
Visit Cadbury.co.za or cadbury_sa on Instagram for more details.
*T’s & C’s apply
