Cadbury's New Global Platform Celebrates Everyday Kindness

Cadbury is harking back to the good old days with the launch of a global brand platform celebrating everyday acts of generosity and human connection.

Accompanied by a new tagline - 'There’s a glass and a half in every one' - the change in position marks a return to Cadbury's roots as a family brand "founded on generous principles". 

Created by VCCP, the first campaign under the new global brand platform centres around Cadbury's Dairy Milk (hands down the best chocolate in the world - at least if you're a Brit) and sees the confectionery brand nail its caring, sharing colours firmly to the mast.

Kicking off the campaign is a heartwarming, nostalgia-tinted TVC helmed by Fréderic Planchon via Academy Films, which tells the story of a little girl who tries to buy her mum a birthday present in the local corner shop. Having picked a bar of the nation's favourite chocolate, she gets out her purse, but instead of coins tries to pay the shopkeeper in a very odd currency consisting of buttons, a fake diamond ring and a miniature unicorn...   

“This is our first work for Cadbury and we are very proud of it," says ECD Darren Bailes. "Our intention is to make people really feel something again for Cadbury…the feeling you get when you watch ‘A finger of Fudge is just enough’ adverts from the 70s. Warm. Homely. Fabric of the nation.  Our work finds moments of generosity and goodness in a world that at first look can seem pretty selfish.  There are no special effects, no fakery… just honest real life.”

The new Cadbury campaign is inspired by its 1970s 'Finger of Fudge' adverts 

The £12 million campaign will also include digital, social, PR, experiential and sampling activations, as well as a second TV spot later in the year. In addition, expect to see new out of home adverts coming to a billboard near you, featuring the famous Cadbury Dairy Milk glass-and-a-half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. 

And from January 25-28, the brand will be putting its money where its mouth is - bringing the new film to life by giving sweet-toothed punters across the UK the chance to 'buy' a bar of Dairy Milk for the price of a trinket or knick-knack, via a pop-up store in London's Greek Street. But those 10,000 bars won't last long, so get yourself down there pronto...