The story of Cadbury – Bringing love back to the Cadbury brand

We’ve worked with Cadbury since 2017 as their global integrated agency of record, creating campaigns across their portfolio for moments that matter and bringing love back to the brand. We set out to make Cadbury a national treasure, building a closeness and reliability between the brand and consumers. The work has continued to go against category conventions, communicating an authentic, highly emotive idea but in an understated way. Our masterbrand platform has been applied across the entire portfolio of sub-brands including Heroes, Freddo, Roses, Fingers and Creme egg. We’ve also expanded beyond this, working into Mondelez’s wider portfolio, creating brand strategies and communications for Green&Black’s, Belvita, Maynards Bassetts and Toblerone.

Once a source of such National pride, Cadbury was feeling increasingly distant from its consumers and penetration was dropping in key markets. Our brief was to reboot the brand by taking it back to its roots with a global creative platform for its flagship product.

In a world that can seem increasingly selfish, narcissistic and polarised, we saw an opportunity to use Cadbury’s timeless symbol of generosity – the glass and a half of milk in Cadbury Dairy Milk – to remind everyone of human goodness, the generous instinct within all of us, through our campaign: ‘There’s a glass and a half in everyone’.

Our approach was to look for universal human truths that we could use to tell stories of generous instinct around. Whether it was an old lady constantly throwing back toys to the children who live next door, or a little girl in her first ever shopping experience – buying a bar of Cadbury Dairy Milk for her mum, we developed these stories to resonate all around the world. Beyond universal insight, the campaign was executed with confident local nuance provided by our offices, building a global creative platform that resonated in both mature and emerging markets.