Cadbury: Rekindling the spirit of John Cadbury for today

Chocolate brand Cadbury launched its campaign There’s a Glass and a Half in Everyone in the UK to reclaim its brand culture and tackle loneliness among the elderly in the UK.

Executive summary

This case study tells the story of how Britain's best-loved chocolate brand lost its identity under the pressures of modern global business.

How a series of short-term decisions driven by cost-saving drives took it from hero to villai

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