Cadbury: “There’s a glass & a half in everyone” – how intrinsic purpose can transform a brand’s fortunes

Cadbury Dairy Milk (CDM), the chocolate brand, championed its historical spirit of generosity through a new brand platform to grow market share and sales in the UK.

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...

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