Cadbury: Donating Words

Cadbury, a confectionery company, launched a campaign in the UK to increase emotional closeness, penetration and market share.

Campaign details

Brand: CadburyAgency: VCCP London

Executive Summary

This is a story of brand rebirth.

How making the 'nation's favourite ad'1 can be such a hard act to follow that you can lose sight of what people loved about your brand to begin with.

Why mounting reputational challenges, in the form of a corporate take-over and government HFSS legislation, meant the stakes couldn't have been higher.

How Cadbury rediscovered the enduring, founding principle that had made it one of the nation's original purposeful brands. Namely, generosity, as exemplified by the glass and a half of...

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