A new TV ad, "Mum’s birthday", which debuts tomorrow night during The Voice on ITV, is the first work for the brand by VCCP since it won the account last June, replacing 11-year incumbent Fallon.
The spot tells the story of a young girl going into a shop to buy a bar of chocolate for her mum’s birthday. But as it’s her first time buying anything, she only has a collection of buttons and other knick-knacks with which to pay.
The ad ends by introducing the new tagline – "There’s a glass and a half in everyone" – which refers both to the glass and a half of milk in each bar of Dairy Milk, and the spirit of generosity that exists within people.
It was created by Chris Birch and Jonathan Parker, and directed by Fréderic Planchon through Academy Films. The media agency is Carat.
The £12m campaign will be supported by digital, social, PR, experiential and sampling, with a second TV ad set to follow in spring.
There will be out of home executions combining Dairy Milk’s "glass and a half" icon with positive emojis, like the heart, smiley face and thumbs up, along with the tagline, but without the presence of the Cadbury name or logo.
Between 25 and 28 January, the brand will host a pop-up store in Greek Street in Soho that will give chocolate lovers the chance to act out the ad by purchasing a bar of Dairy Milk for the price of a trinket or button. The brand expects to give away 10,000 bars.
Ben Wicks, global brand director for Cadbury, said: "In today’s world it’s easy to overlook those small moments of authentic human generosity, but actually they are happening all around us.
"We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day."
Cadbury was founded in 1824 by John Cadbury, a Quaker who was troubled by the damage caused to the community by alcohol, and wanted to offer an alternative in the form of the tea, coffee and drinking chocolate originally sold by the business.
His son George, who later took over the running of the business, built the Bournville estate in a bid to offer better living and working conditions for the company’s employees.