This paper details the turnaround of one of the UK’s most iconic brands, Cadbury. After years of decline precipitated by a hostile takeover and exacerbated by a loss of focus on its core product Dairy Milk, Cadbury reoriented around its intrinsic purpose - generosity.
The resulting campaign - “There’s a glass & a half in everyone” - has re-established love for Dairy Milk, rebuilt the Cadbury brand, and has inspired the generosity of millions of Britons. In turn, annual value sales have risen 22% since the campaign launched - considerably above the original 9% target - in the process generating £261m additional revenue per year.