Cadbury has launched a new global brand platform which takes it back to its roots; a family brand founded on generous principles. The new positioning shines a light on the kindness and generosity that we see in society everyday, and facilitates moments of real human connection.
The first creative under the new global brand platform is centred on the nation’s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.
The campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60 second TV ad tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, it’s not for her – it’s for her mum’s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesn’t take the girl’s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
Benazir Barlet-Batada, Brand Equity Lead for Cadbury said, “In today’s world it’s easy to overlook those small moments of authentic human generosity, but actually they are happening all around us. We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day.”
This new £12million campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year. In addition, brand new Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. There’s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline – There’s a glass and a half in every one – showing the human kindness in us all.
Barlet-Batada continues “Cadbury is a treat which has been bringing enjoyment to people for over a hundred years and we want to use this as an opportunity to reconnect with the nation and drive talkability amongst our biggest fans through this very unique new brand platform.”
Darren Bailes, ECD for VCCP added, “This is our first work for Cadbury and we are very proud of it. Our intention is to make people really feel something again for Cadbury…the feeling you get when you watch ‘A finger of Fudge is just enough’ adverts from the seventies. Warm. Homely. Fabric of the nation. Our work finds moments of generosity and goodness in a world that at first look can seem pretty selfish. There are no special effects, no fakery…just honest real life.”
Finally, between 25th and 28th January, Cadbury will be bringing the new TV advert to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick knack, trinket or even a button! The five-day long pop up store will be appearing in Greek Street, Soho and will be open between 10am and 6pm with Cadbury looking to give away a whopping 10,000 bars.