Cadbury’s Donating Words takes APG Creative Strategy Grand Prix | WARC | The Feed

Cadbury’s Donating Words takes APG Creative Strategy Grand Prix

British chocolate brand Cadbury, in its Grand Prix winning case study, explains how a new platform restored the brand’s historically held principles to reverse market share, penetration, and grow sales ahead of the category.

The winner

Cadbury and VCCP London’s case study, which WARC members can read here, explains how the brand had attempted to hold onto the ‘glass and a half of joy’ position that had animated 2007’s Gorilla. But by 2017, the world – and the confectionery category – was in darker times.

With loneliness a pervasive ill affecting the UK’s large elderly population, the brand’s distinctive asset was repurposed to a much-needed idea of generosity in the form of ‘a glass and a half in everyone’, sparking creative work that people could participate with easily but meaningfully.

This platform launched three years of successful work that drove core-brand-driven market share and revenue growth ahead of the category.

A strong field

Cadbury and VCCP stood out in an exceptional field of Gold winners that included 2020 Grand Prix winning brand Libresse/Bodyform. Golds also went to Unilever, Diageo, FormulaE, KFC and McDonald’s.

The awards were announced at an event in central London on Thursday evening.

WARC subscribers can access all of the Gold, Silver, and Bronze award winners as well as the Grand Prix-winning case study.

Sourced from the APG, WARC