Cadbury: Donating Words

Cadbury, a confectionery company, launched a campaign in the UK to increase emotional closeness, penetration and market share.

Campaign details

Brand: Cadbury Agency: VCCP London

Executive Summary

This is a story of brand rebirth.

How making the 'nation's favourite ad'1 can be such a hard act to follow that you can lose sight of what people loved about your brand to begin with.

Why mounting reputational challenges, in the form of a corporate take-over and government HFSS legislation, meant the stakes couldn't have been higher.

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