Commemorating its 200th year, Cadbury’s marketing campaign brilliantly intertwines nostalgia, shared memories, and a commitment to generosity. The heartwarming campaign, “Yours for 200 Years,” transports viewers through the ages, revisiting a classic ad and showcasing the brand’s integral role in British culture.
Reimagining the Past: “Generations of Generosity” TV Ad
Cadbury has launched a TV advert, “Generations of Generosity.” Beginning in 1824, it fast-forwards through two centuries, retelling the timeless story of a young girl gifting her mum a Cadbury Dairy Milk bar for her birthday. The setting subtly evolves with time, encapsulating changing technology and fashion, yet the emotional essence remains unaltered. This emotional reboot of a classic ad beautifully celebrates small, shared moments of generosity that Cadbury has been a part of throughout British history.
Celebrating Shared Memories: “Your Cadbury Photos”
The campaign isn’t just about Cadbury; it’s about the people who’ve made Cadbury a part of their memories. “Your Cadbury Photos” features images submitted from family albums, showcasing people enjoying iconic Cadbury products over the years. These heartwarming images will grace billboards and campaign assets across the UK, reinforcing the brand’s connection with its consumers.
Time-Traveling OOH Ads
Further paying homage to its rich history, Cadbury presents a series of Out-of-Home ads designed in the style of different eras. These ads celebrate iconic designs and retro artwork, invoking the spirit of previous campaigns and reminding consumers of Cadbury’s enduring presence throughout the decades.
Limited-Edition Retro Packaging
Adding a final touch of nostalgia, Cadbury introduces Limited-Edition Cadbury Dairy Milk Bars featuring classic designs from various eras. These collectible designs showcase packaging from as far back as 1915, allowing consumers to reminisce and reconnect with the brand’s evolution. Additionally, Cadbury has partnership with Alzheimer’s Research UK with a £200,000 donation in pursuit of a cure for dementia and increased awareness of the condition. More information about the collaboration is available on Limited Edition Cadbury Dairy Milk Bar packaging.
As Cadbury Senior Marketing Director Elise Burditt emphasizes, this anniversary is not just about marking 200 years; it’s about celebrating Cadbury’s enduring connection with the British public. The brand aims to demonstrate that the values it was founded upon in 1824 still resonate today, with a generous spirit at the heart of everything they do.
Where do you start with a brand icon like Cadbury’s? If we are honest… all brands have marketing ups and downs. Periods of growth, periods of ho-hum and periods of challenge. Over 200 years, Cadbury’s will have experienced all three, but what the best brands do is make sure the good outweighs the indifferent and occasionally some ‘great’ comes along. Over the past few years Cadbury’s has been going through a period of great! (Kudos to Mondelez too for having the sense to understand the brand they had acquired.) Their Gold IPA Effectiveness Award in 2022 was recognition of some of the UK’s best brand building work of recent years. The emotional strength of VCCP’s creative and its connection to the product use/occasion and the established ‘glass and half’ message was enviably good. The commercial results were equally impressive. But what made this idea great is that, unlike some of Cadbury’s other famous ads of recent years, the idea behind it was big enough to sustain that acme of brand building – a long term campaign. The brand idea ‘Generous Instinct’ could run and run and… ‘Generations of Generosity’ may be a bit of a clichéd take on heritage but it works because the ‘generosity’ wrap round means it has strategic context and becomes part of a continuum. And that, dear reader, is how you build brands.