Campaign details
Brand: VCCPAdvertiser: CadburyEntrant: Dairy MilkPrincipal authors: Sophie Kerbegian, VCCP; Hannah Martin, VCCP
Introduction:
Ten years on from its iconic Gorilla TV advert, Cadbury was in a rut.
Since its beginnings in industrial Birmingham, Cadbury had been one of Britain's best-loved brands. In 2017, it remained the market leader. But there was trouble on the horizon.
The new owners - Kraft, now Mondelez - appeared to embody all the unhealthiest habits of big FMCG. In particular:
- An obsession with NPD as the primary growth-driver, constantly releasing new flavours and formats in a...