Cadbury Dairy Milk: Glass and a half in everyone

Cadbury Dairy Milk (CDM), the chocolate brand, championed its historical spirit of generosity through a new brand platform to grow market share and brand equity in Indonesia.

Campaign details

Brand: Cadbury Dairy MilkBrand owner: Mondelēz InternationalLead agency: Ogilvy MalaysiaContributing agencies: Spark Foundry, The Fortuna, Creare, AITINDOMarket: IndonesiaIndustries: ConfectioneryMedia channels: Events & experiential, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million

Executive summary

In 2018, 'brand purpose' was the ANA's* Word of the Year. By the June 2019 Cannes Lions, 'purpose' was riddled with cynicism and accusations of woke-washing. Yet this case proves that, when purpose is authentically rooted in a brand's DNA and activated in a culturally sensitive way, it can...

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