Mum’s Birthday
Client
Capabilities
Date
12/01/2018
A new global brand platform which takes Cadbury back to its roots; a family brand founded on generous principles.
Our new positioning, 'There's a glass and a half in everyone', shines a light on the kindness and generosity that we see in society every day, and which facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nation’s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.
The campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60-second spot tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, it’s not for her – it’s for her mum’s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesn’t take the girl’s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
The campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.
Even though it leaves him out of pocket, the shopkeeper ensures he doesn’t take the girl’s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
In addition, brand new Out of Home will include 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. There’s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline – There’s a glass and a half in every one – showing the human kindness in us all.
Finally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick-knack, trinket or even a button! The five-day long pop up store will even have the same shop keeper as the advert! Get down to Greek Street in Soho between 10am and 6pm to experience it for yourself.
