Cadbury’s challenge was to improve the visibility and performance of existing chillers without replacing the units themselves. The opportunity was to use modular, engaging and cost-effective add-ons to transform a functional fridge into something shoppers would notice, interact with and remember. We explored the chiller as an invitation to play. Instead of treating the side panels as static branding space, we turned them into simple game mechanics that could be added to different chiller formats while keeping the core unit intact. The first concept, The Chocolate Maze, uses magnetic pieces shaped like Cadbury chocolate to create a playable path down the side of the fridge. After buying a product, shoppers receive a ball and try to guide it through the maze into the basket. The same idea was also adapted to a smaller chiller format, showing how the mechanic could scale across different retail footprints. A second concept turns the chiller into a Chocolate Plinko game, where purchase unlocks a mini ball and the shopper plays to see whether they win or lose. Together, the concepts turn existing refrigeration into a more interactive retail asset, adding theatre and participation without requiring a completely new fixture.