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 villain in a few short years, with brand health struggling and commercial results beginning to suffer.

It'll outline the work we did to unearth a brand asset laden with meaning and power, latent in the heritage of the company. And we'll explore the brave decisions that Cadbury took to (re)place this asset front and centre not just in the company's communications...

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