Cadbury: Dairy Milk

Cadbury chocolate brand ran a long-term campaign in the United Kingdom to grow penetration, market share and value sales by 9% over five years and to boost brand health indicators.

Objectives

Cadbury - the UK's most iconic chocolate manufacturer had endured years of decline. In January 2018 we launched a new campaign "there's a glass and a half in everyone".

Setting clear objectives was key to our success:

Our objectives (1.1):

Create...