How Cadbury's "there's a glass and a half in everyone" rebuilt the brand

Cadbury
Written by On Strategy Showcase

Sophie Kerbegian
Former Head of Planning
VCCP, London

Connect with Sophie
LinkedIn / VCCP

Benazir Barlet-Batada
Marketing Director, Confectionary
Mondelez International

Connect with Benazir
LinkedIn / Mondelez

 

How Cadbury's belief that kindness is in everyone rebuilt its business. And how 2007's iconic ad "Gorilla" eventually led the brand down the wrong path. An APG 2021 Grand Prix Award winner and an absolute joy to record. Listen and see the work below, or listen wherever you get your podcasts.

 
On Strategy Showcase
Previous

The brilliant #Wethe15 initiative and the decision to show disabled persons the way they are - wonderfully ordinary
Next

Pharma marketing: why there's so much of it and why it needs to change