Cadbury is celebrating its 200-year anniversary in 2024 and honing in on a ‘consistent’ message of generosity to celebrate the milestone.
“It’s not just about the year 200,” says Elise Burditt, senior marketing director at owner Mondelez, speaking to Marketing Week about the campaign to celebrate the milestone. “It’s about what Cadbury stands for.”
Cadbury stands for generosity, she says. Working with agency VCCP, the brand has been bringing that to the fore in its ‘Glass and a half in everyone’ brand platform, which has now been running since 2018.
In 2022, the platform scooped the Grand Prix at the IPA Effectiveness Awards for “rebuilding Cadbury’s brand and increasing annual revenue by £261m”
The 200-year celebration sees the brand revive the very first advert that came from the Glass and a half platform ‘Mum’s Birthday’, in its campaign film ‘Birthday’. The ad retells the story, taking the viewer through from 1824 to the present, but the crux of the tale, which sees a little girl buy her mum a bar of Dairy Milk, remains the same.