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.
Ollie Gilmore
Group Planning Director
VCCP
Clare Hutchingson
Chief strategy Officer
VCCP
Jonny Parker
Executive Creative Director
VCCP
Dave Clements
Senior Marketing Director
Mondelez
Catherine Tilley
Account Director
VCCP
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