The past 12 years have been turbulent ones for Cadbury, but a Grand Prix-winning campaign for its signature Dairy Milk brand that tapped history and purpose has helped reinvigorate its fortunes.

Why it matters

Cadbury Dairy Milk’s sense of “intrinsic purpose” emerges as a valuable asset at times of crisis, whether internally at the brand itself or for external events such as Covid or recession. By finding ways to celebrate acts of generosity and bringing people together, it has been able to not only (re)build brand love but also increase sales.