Cadbury’s famous glass and a half line has been given a revamp. And it’s connected to a new idea, by Cadbury’s new UK agency, VCCP.
VCCP’s first TV work for Cadbury Dairy Milk introduces the line, There’s a glass and a half in everyone, and the campaign idea attaches the chocolate to little acts of kindness. In the launch ad, the little act of kindness of a shopkeeper towards a little girl whose act of kindness is towards her mum.
Darren Bailes, executive creative director for VCCP, commented, “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 seventies. 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 platform takes the brand back to its roots as a family brand founded on generous principles. VCCP replaced Fallon as the Mondelez International brand’s lead creative agency in June.
The 60 second launch TVC, directed by Academy’s Frederic Planchon, is supported by digital, social, PR, experiential and sampling activations, a second TVC later in the year and OOH executions, which show the famous Cadbury Dairy Milk glass and a half of milk icon together with other positive symbols, such as a heart, smiley face and thumbs up.
There will also be a pop-up Cadbury Dairy Milk store in London’s Greek Street, Soho from January 25 to 28, where fans will be able to exchange their own buttons and trinkets for free chocolate, with 10,000 bars being given away.
Benazir Barlet-Batada, brand equity lead for Cadbury, added, “In today’s world it’s easy to overlook those small moments of authentic human generosity, but actually they are happening all around us. We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day.
“Cadbury is a treat which has been bringing enjoyment to people for over a hundred years and we want to use this as an opportunity to reconnect with the nation and drive talkability amongst our biggest fans through this very unique new brand platform.”
Executive Creative Director: Darren Bailes
Creative Directors: Chris Birch & Jonathan Parker
Art Director: Rob Ellis
Copywriter: Peter Reid
TV Producer: Carly Parris
Planning Director: Sophie Kerbegian
Managing Director: David Boscawen
Business Director: Matt Smith
Senior Account Director: Hayley Gilson
Account Manager: Florence Wong
Production Company: Academy Films
Director: Frederic Planchon
Producer: Lucy Gossage
Post Production: Jason Watts @Freefolk
Colour: Jean Clement Soret @ MPC
Audio Post Production: Jack Sedgwick @ Wave Sound
Media Agency: Carat