MYSTERIOUS: Cadbury roses has made a huge packaging error - You Need To See This

In the UK, the chocolate tin at Christmas is part of our shared cultural understanding. For a lot of us there are two key players: Quality Street and Cadbury Roses. As with all nostalgia-driven, dopamine-releasing products, the packaging design is a huge part of our enjoyment of them. The tin, the foil, the little card with the different types, all of it.

Now enter someone at Cadbury UK. I can imagine the meeting, I can even imagine the way you could bend research to support it. But they've made a critical and all too common mistake: forgetting that these experiences are part product, part magic.