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There's a glass and a half in everyone
VCCP Group


Cadbury, a brand beloved by the British public, saw much negative coverage after a corporate takeover, and so was looking to reconnect with the nation. VCCP’s brief was to reboot the brand, reaffirming Cadbury as a national treasure.


Cadbury’s original success came from generosity; democratising milk chocolate and creating Cadbury Dairy Milk, made with not only one but one and a half glasses of milk.

So we took the brand back to their roots by championing moments of authentic human generosity through our campaign ‘There’s a glass and a half in everyone’.

Breaking the conventions of the category, this simple thought didn’t need to be wacky to get attention, just beautifully observed storytelling on TV, iconising the glass & a half of milk in outdoor and social, and bringing this generosity to life through the glass & a half shop, where you could get a bar of Cadbury Dairy Milk in exchange for a trinket, just like the little girl in our TV ad.


The TV ad was seen and loved by thousands across the nation. It generated an outpouring of positive sentiment with people acknowledging the warmth and simplicity of the story. It produced more than 60 pieces of coverage and even featured on Telematin in France!

The icons also performed exceedingly well on social, with view-through rates that exceed Cadbury averages.

We made the headlines and gave out more than 5,000 bars of chocolate at the glass & a half shop.