Cadbury’s ‘There’s a glass & a half in everyone’, winner of the IPA’s effectiveness grand prix 2022, is a phenomenal success story.
In 2018 the brand set out on a mission to unite people, a truth that is anchored in the product itself but also in the brand’s quaker heritage. There are two key strands to the campaign, that Cadbury calls storytelling and storydoing. Storytelling involves creating emotionally engaging stories showing people carrying out an act of generosity, with ‘Garage’ being the latest ad in the campaign. Storydoing centres on developing emotionally engaging Cadbury initiatives at commercially significant times that inspire people to show generosity to each other. Christmas is one of the most, if not the most, commercially significant time for the brand, hence the creation of ‘Secret Santa’, which first appeared in 2018. The initiative offers people the opportunity to send a FREE bar of Cadbury chocolate to someone special.
Christmas ads in the UK are famous for their emotive storytelling power. They are loved by the British public, who wish ads throughout the rest of the year could be as good. They are part of the fabric of Christmas culture, get us in a festive mood and make us feel good. Getting buy-in to do ‘storydoing’ in a mould-breaking disruptive way was therefore going to be a challenge, especially at a time when cracking Christmas was more challenging than ever due to the cost-of-living crisis. Undeterred, the team set out on a clear mission for success and absolutely smashed it, being crowned Kantar’s best Christmas ad of 2022.
The predicted effectiveness from Link was borne out in market with Cadbury’s performance over the festive period. It was the brand’s best Christmas ever! They gave away 120,000 free chocolate bars and achieved 1.4% Marketing Share Growth, 6.1% Value Growth YOY and best in class sell through rates across top 5 retailers. Phenomenal!
In our webinar ‘Unwrapped: The secrets of Cadbury's award-winning Secret Santa campaign’ Cadbury and their creative partners from VCCP shared the story behind their journey to success, demonstrating that there is more than one way to crack the Christmas creative effectiveness code and revealing learnings that are relevant to optimising creative effectiveness all year round.
At Kantar we thrive on relationships like the one we have with the team at Cadbury and VCCP, where we are trusted advisors and experts who are an extension of the team. Our experts give recommendations and guidance that are used to guide the strategic journey that brands commit to and to optimise marketing effectiveness along each step of the way.
With sincere thanks to Emma Jayne Paxton, Senior Brand Manager - Christmas & Halloween UK, Cadbury, Matt Miller, Consumer Insights Manager - Seasonal & Gifting Chocolate UK&I, Cadbury, Catherine Tilley, Account Director, VCCP, and Ollie Gilmore, Group Planning Director, VCCP and to all the Mondelez team at Kantar for their fantastic partnership and impact.
Watch the full interview in our on-demand webinar.
In 2018 the brand set out on a mission to unite people, a truth that is anchored in the product itself but also in the brand’s quaker heritage. There are two key strands to the campaign, that Cadbury calls storytelling and storydoing. Storytelling involves creating emotionally engaging stories showing people carrying out an act of generosity, with ‘Garage’ being the latest ad in the campaign. Storydoing centres on developing emotionally engaging Cadbury initiatives at commercially significant times that inspire people to show generosity to each other. Christmas is one of the most, if not the most, commercially significant time for the brand, hence the creation of ‘Secret Santa’, which first appeared in 2018. The initiative offers people the opportunity to send a FREE bar of Cadbury chocolate to someone special.
Christmas ads in the UK are famous for their emotive storytelling power. They are loved by the British public, who wish ads throughout the rest of the year could be as good. They are part of the fabric of Christmas culture, get us in a festive mood and make us feel good. Getting buy-in to do ‘storydoing’ in a mould-breaking disruptive way was therefore going to be a challenge, especially at a time when cracking Christmas was more challenging than ever due to the cost-of-living crisis. Undeterred, the team set out on a clear mission for success and absolutely smashed it, being crowned Kantar’s best Christmas ad of 2022.
The predicted effectiveness from Link was borne out in market with Cadbury’s performance over the festive period. It was the brand’s best Christmas ever! They gave away 120,000 free chocolate bars and achieved 1.4% Marketing Share Growth, 6.1% Value Growth YOY and best in class sell through rates across top 5 retailers. Phenomenal!
In our webinar ‘Unwrapped: The secrets of Cadbury's award-winning Secret Santa campaign’ Cadbury and their creative partners from VCCP shared the story behind their journey to success, demonstrating that there is more than one way to crack the Christmas creative effectiveness code and revealing learnings that are relevant to optimising creative effectiveness all year round.
At Kantar we thrive on relationships like the one we have with the team at Cadbury and VCCP, where we are trusted advisors and experts who are an extension of the team. Our experts give recommendations and guidance that are used to guide the strategic journey that brands commit to and to optimise marketing effectiveness along each step of the way.
With sincere thanks to Emma Jayne Paxton, Senior Brand Manager - Christmas & Halloween UK, Cadbury, Matt Miller, Consumer Insights Manager - Seasonal & Gifting Chocolate UK&I, Cadbury, Catherine Tilley, Account Director, VCCP, and Ollie Gilmore, Group Planning Director, VCCP and to all the Mondelez team at Kantar for their fantastic partnership and impact.
Watch the full interview in our on-demand webinar.