Cadbury Dairy Milk says there’s a glass and a half in everyone in new spot via VCCP London/Sydney
Cadbury’s has launched a new brand campaign, developed by VCCP London/Sydney, which shines a light on people with the “Glass and a half spirit” – the people that go over and above for others, the cheerful optimists, the ones that surprise others with small gestures, the people that embody the glass and a half spirit with little acts of kindness that bring people closer together.
The campaign will kick off with a new TV commercial today and will be further underpinned by digital, social, PR and sampling activations throughout the year.
The spot 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. The old lady 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”.
Says Ben Wicks, global brand equity lead for Cadbury: “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.
“Cadbury Dairy Milk’s smooth & creamy taste has been bringing enjoyment to people for decades. 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. This is an exciting reflection of the business’ commitment to global sustainability and the highest standard of cocoa production.
Says Wicks: “Cocoa Life is a half a billion dollar investment by Mondelēz Internationalin 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.
“Expanding the Cocoa Life program across our Cadbury Dairy Milk range in Australia and New Zealand will give our consumers the confidence that whenever they buy a Cadbury chocolate bar it will not only taste good, but do good too.”
Client
Global Cadbury Equity Lead: Ben Wicks
Regional Cadbury Equity Lead: Nikhil Rao
ANZ Cadbury Equity Lead: Carla Filia
Creative: VCCP London/Sydney
Director: Andrew Lang
Production House: The Sweet Shop
VCCP London Creative Director: Chris Birch
VCCP Sydney Executive Creative Director: Gary Dawson
VCCP Sydney Senior Account Director: Edward Hughes
VCCP Sydney Producer: Melissa Petryszyn
Media: Carat
Client Leader: Tess Eastcott
23 Comments
JHC awful sound mix, guys!!!!!
plus needed some score.
🙁
It’s begging for a track though.
I fell asleep before the end. I knew what was coming so don’t think I missed anything interesting.
You needed hand holding from London to come up with this?
This gives a new definition to piss poor.
You totally killed it. The joy. The treat of chocolate. Congratulations in turning a true icon of the chocolate isle into something you give some old lady when you’ve fucked up her flower beds. From gorillas drumming to lonely nanas.
I LOVE the Mrs Thompson & the two boys ad. Congratulations!!
Not all kids seeing this will recognise the intended message – they will feel free to chuck rubbish next door and harass old ladies. It’s happened in our street! I’m surprised and sad to see the Cadbury name linked to this pathetic offering.
This ad is ok but the new slogan “There’s a glass and a half in everyone” makes absolutely no sense whatsoever. A glass and a half of what? Water? Beer? Battery Acid? What is there a glass and a half of in everyone? This slogan is simply stupid and those who thought of it should stop smoking pot to help them come up with ideas. A glass and a half of milk in every chocolate block makes perfect sense but a glass and a half of something unknown in everyone makes no sense at all.
Dear Chris, If you can see the picture, there ARE a glass and a half of MILK….!!!!
I would like to know what is actually in the glass and a half. Is it milk?
Making a generic statement does not tell us anything about the chocolate. Just a marketing ploy.
I think Cadbury’s is scared to say a glass and a half of full cream milk because it doesn’t have milk anymore .
Ad doesn’t make sense, “everyone” as one word is a pronoun and means “everybody”!! It should be two words, However Mondelez doesn’t agree, their reply “we wanted to clarify that we are actually referring to”everyone” as in “people” in the ad.” They did commend me though on my love for grammar! The only way there could be “a glass and a half in everyone is if Cadbury actually put a glass and a half in every block (not “bar” in Australia) and a person ate the block in the one go!
This ‘everyone’ irritates me so much every time I hear it! What on earth do they mean, there’s a glass and a half in every person? Don’t think so.
The tag line is out of date/outmoded. It should be a little more natural. e.g. Smooth, silky chocolate treat for every time is special.
The comments from some of the ignorant twits above show that they can’t even use a search engine to check the Cadbury history.
I thought everyone knew that the slogan used to be “a glass and a half in every bar” accompanied by the appropriate milk picture. Until the EU intervened!
I thought the ad was appropriate and endearing.
Ignore the ill informed bitching from the 12 year olds who feel they have to criticise everything based on their childish perceptions.
How big is a glass and a half.. and if its supposed to be going into something….what is it and how big is it…?
The only way there could be a ‘Glass and a half in everyone’ is if every person drank a glass and a half ( of milk ),
I don’t get how there can be a glass and a half in everyONE, is that everyone or every one, humans or the bar? What a silly turn of phrase.
Stupid slogan, incorrect grammar confusing the shit out if people.
They’ve butchered the original slogan the way they’ve butchered the original chocolate – I remember when the individual squares had more in common with the shape of a piece of Toblerone (albeit with a flattened top) than the low-rise rubbish that passes as a block of Cadburys these days.
I have just found the most stupid conversation ever, the slogan refers to the amount of milk originally used for Cadbury chocolate when it was first created, it also to refers to people where people would go above and beyond for others, and also refers to “Generosity of a glass and a half of milk in every slab” and the slogan is meant to be optimistic, something that 90% of this stupid thread doesn’t know about. Its supposed to remind the audience that maybe there is still a bit of good in this world, that maybe every person in this world still has little generosity to give. I just want to do my school commerce project, not read a bunch shtholes whine over a slogan.
Since being bought-out by US Kraft, has Cadbury’s given up hiring advertising agencies who speak English?
Everyone is not the same as Every One.
They are, in fact, entirely different in meaning!!!
OMG, the Zombie Apocalypse advances…
https://learningenglish.voanews.com/a/everyone-and-every-one/6235444.html#:~:text=Remember%20that%20%E2%80%9Ceveryone%E2%80%9D%20is%20for,for%20individual%20objects%20or%20people.
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