Cadbury: “There’s a glass & a half in everyone” – how intrinsic purpose can transform a brand’s fortunes

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

Campaign details

Brand: CadburyAdvertiser: Mondelēz InternationalEntrant: VCCP LondonCategory: Single MarketPrincipal authors: Alana King, VCCP; Ollie Gilmore, VCCP; Andy Nicholls, VCCP; Lloyd Scott, VCCPContributing authors: Grace Kite, Magic Numbers; Clare Hutchinson, VCCP; Hannah Martin, VCCP

Summary

This paper details the turnaround of one of the UK's most iconic brands, Cadbury. After years of decline precipitated by a hostile takeover and exacerbated by a loss of focus on its core product Dairy Milk, Cadbury reoriented around its intrinsic purpose - generosity. The resulting campaign - 'There's a glass & a half...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands