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.


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 emotive, engaging comms to boost brand profile

Copy testing for excellence

Top 10% Kantar database for emotional engagement

Cadbury's 'buzz' AKA 'Heard something positive about the brand' score: +5ppt uplift

Cadbury's share of search: +2ppt uplift

Make Cadbury fabric and taste of the nation

  • Score: "a brand that brings people together": +5ppt uplift
  • Score: "taste I love": +5ppt...

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Insights Team
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