In this session...
Five years ago, Cadbury was relaunched as a purpose-led brand that celebrates and inspires generosity. The resulting campaign — “There’s a glass and a half in everyone” — has been hugely successful, winning the Grand Prix at last year’s IPA Effectiveness Awards.
In this session, the team behind the campaign explain how the intrinsic truths of Cadbury inspired the strategy, how an aversion to advertising tropes underpins the creative and why the brand has ultimately done so well by celebrating the generous instinct in all of us.
What You'll Learn from This Session...
- The importance of building your brand equity from your DNA.
- The value of standing out tonally in your category.
- The power of driving one purpose across all your campaigns.
