Results & a half: How generosity paid off for Cadbury

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

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...

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