Cadbury Dairy Milk has pulled back the curtains on a new brand campaign shines a light on people who display little acts of kindness that bring people closer together.
The campaign will kick off with a new TV ad created by Cadbury Dairy Milk’s global agency VCCP (London and Sydney).
The ad tells the story of an older lady, Mrs Thompson, who lives next door to two boys. As the seasons pass, she is forever returning the boys’ toys back over the fence, with a twinkle in her eye.
Ms Thompson is pleasantly surprised when the young boys decide to show their appreciation giving her a block of Cadbury Dairy Milk over the fence, because ‘There is a glass and a half in everyone’.
The campaign will be further underpinned by digital, social, PR, and sampling activations throughout the year.
Ben Wicks, global brand equity lead for Cadbury, said: “It’s easy to overlook those small moments that happen every day. We want to shine a light on the stories of human connection that bring people closer together in our busy world.”
“The new Cadbury Dairy Milk campaign is a celebration of the little moments that connect us, just because ‘There’s a glass and a half in everyone’.”
Mondelēz International’s cocoa sustainability program, Cocoa Life, will also be launching on-pack later this month – a reflection of the business’ commitment to global sustainability and the highest standard of cocoa production.
“Cocoa Life is a half-a-billion-dollar investment by Mondelēz International in cocoa farming communities to address some of the challenges faced by the cocoa farming industry, promote ethical cocoa production across our supply chain, and ultimately will help to secure the next generation of cocoa farmers,” Wicks explained.