Cadbury was stuck in a spiral of short-term new product development and generic advertising. Emotional connection to the brand was fraying, and both penetration and value share declining. To reverse this trend, the brand returned to its core product as its lynchpin and re-connected it to Cadbury’s brand purpose by celebrating generosity of spirit with the new platform, ‘There’s a glass & a half in everyone’. Campaigns including TV, outdoor and activations encouraged small acts of generosity from everyone – for example, by having a conversation with isolated older people. More recently, the strategy has begun to drive a new brand world and tone of voice at every touchpoint. Over the two years, activity drove an estimated £55.4m in incremental sales, with a return calculated of at least £5.60 for every £1 invested.