Cadbury: Case study

Credits & Description:

Client: Cadbury Dairy Milk
Agency: VCCP, London

Synopsis:
You’d be forgiven for thinking we live in a selfish world. It’s all ‘me’ and not ‘we’, but kindness is all around, it’s just less shouted about than all the selfish stuff. Sometimes, we just need reminding, and we thought Cadbury could do that as the brand was born generous, adding a glass and a half of milk in every bar.
Launched with an ATL campaign that covers the story of a generous shopkeeper who lets a little girl buy a bar of Dairy Milk for her mums birthday, using only knick-knacks as payment, her most precious possessions.
We thought it’d be nice to do this in real life, so we launched an experiential campaign in London’s Soho, where we opened the Glass and a Half shop run by the same shopkeeper from the TVC. Everyone could now get a bar of chocolate for a knick-knack of their own.
The activation was picked up by and featured in a number of local and national newspapers, creating a great buzz around the shop and helping to get over 10,000 people into the store across the long weekend, all eager to exchange their knick-knacks for chocolate.
With no paid social spend, we got over 2 million impressions in five days which increased brand awareness on social media by 5650% as mentions of Dairy Milk went up by 5800%, proving just how generous the British public can be.