Cadbury: Implementing great creative strategy with Cadbury

Cadbury, a chocolate brand, challenged its existing strategy by leveraging emotive understanding, data and semiotics in a bid to win hearts and minds again and inspire Cadbury's revival.


Many will have heard about Cadbury and VCCP's extremely well-deserved, IPA effectiveness award. This is the prequel and parallel narrative to that story. The lesser-known story of the human insight journey and brand centric thinking that formed the foundations for that effective and impactful strategy.

Our story unfolds in 2016. Cadbury's chips are down. Penetration is free falling. Cadbury has been passed from pillar to post over the last 10 years. People are falling out of love with the brand. The new Global Brand Director wants a strategic reset. Kantar is engaged to bring human insight. Our mission critical:...

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Insights Team
Bray Leino

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