Campaign details
Brand: CadburyAdvertiser: Mondelēz InternationalEntrant: VCCP LondonCategory: Single MarketPrincipal authors: Alana King, VCCP; Ollie Gilmore, VCCP; Andy Nicholls, VCCP; Lloyd Scott, VCCPContributing authors: Grace Kite, Magic Numbers; Clare Hutchinson, VCCP; Hannah Martin, VCCP
Summary
This paper details the turnaround of one of the UK's most iconic brands, Cadbury. After years of decline precipitated by a hostile takeover and exacerbated by a loss of focus on its core product Dairy Milk, Cadbury reoriented around its intrinsic purpose - generosity. The resulting campaign - 'There's a glass & a half...