Cadbury re-positions brand with £12m campaign

Cadbury is launching a new brand positioning as a family brand founded on generous principles.

The new positioning will shine a light on the kindness and generosity that is seen in society every day and facilitate moments of real human connection.

The campaign will kick off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60 second TV ad, created by VCCP and directed by Fréderic Planchon, 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. 

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, Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols. 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.

Finally, between 25th and 28th January, Cadbury will be bringing the new TV advert to life by giving chocolate fans 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 10,000 bars.


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