How Cadbury’s ‘small/big’ insight reinvigorated the Dairy Milk brand

Brian Carruthers

The past 12 years have been turbulent ones for Cadbury, but a Grand Prix-winning campaign for its signature Dairy Milk brand that tapped history and purpose has helped reinvigorate its fortunes.

The past 12 years have been turbulent for Cadbury, but a Grand Prix-winning campaign at the 2022 IPA Effectiveness Awardsdemonstrated how its signature Dairy Milk brand reinvigorated the company’s fortunes by tapping into a blend of history and purpose....

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