‘Laddering up to an idea’: Cadbury on the beauty of ‘compound creativity’
As Cadbury releases the seventh installment of its ‘Glass and a Half’ platform, marketing boss Elise Burditt discusses consistency, generosity and future thinking.
Cadbury’s ‘There’s a Glass and a Half in Everyone’ campaign has become one of the UK’s most recognised long-running advertising platforms. Today (8 January) the chocolate giant has released the seventh instalment in the series, which has been running since 2018.
The new iteration ‘Memory’ focuses on a moment of generosity between a father and daughter. The latter brings her dad, who is living with dementia, a Cadbury Whole Nut bar. The father smiles and recounts to his daughter, who he does not recognise, how from the time she was a little girl, his daughter used to buy him these bars. He says that he never told his daughter the truth – that in fact he doesn’t like nuts – because he knew the act of giving made her happy.
Cadbury and creative agency VCCP worked with Alzheimer’s Research UK and consulted with experts around dementia to ensure the ad accurately portrays people living with dementia.
