Mondelez launches new global positioning for Cadbury

Mondelez International has launched a new global brand platform for Cadbury, which will “shine a light on the kindness and generosity that we see in society every day”.

The campaign kicked off with a new TV advert for Cadbury Dairy Milk on 13 January. It tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk 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. The shopkeeper accepts these as payment and ensures he doesn’t take the girl’s favourite trinket – her miniature unicorn! The girl is then able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.

Benazir Barlet-Batada, brand equity lead for Cadbury, comments: “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.”

This new £12 million campaign will be underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year. In addition, new out-of-home activity will feature 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, along with the new tagline ‘There’s a glass and a half in every one’, designed to show the human kindness in us all.

In addition, between 25 and 28 January, Cadbury will give chocolate fans the chance to get a bar of Cadbury Dairy Milk for the price of a knick knack, trinket or even a button! A pop-up store will appear in Greek Street, Soho, with Cadbury looking to give away 10,000 bars.