Cadbury Dairy Milk is celebrating heartwarming moments with its first foray into radio for long-running brand platform ‘There’s a Glass and a Half in Everyone’.
Created by VCCP London, the series of five touching stories showcases real life moments of generosity drawn from around the UK in a candid, storytelling style.
By capitalising on an innovative, 60-second media buy from Publicis Media, disrupting traditionally cluttered radio ad breaks with the a relaxed, personable narrative style.
“For over five years now Cadbury has been shining a light on simple moments of human generosity, and this latest phase takes those stories to a new medium. We have uncovered some beautiful tales of kindness which we are proud to celebrate in these audio ads,” Mondelez International Cadbury Tablets marketing manager, Michael Moore said.
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Notably, the creative contains no mention of Cadbury’s chocolate, instead focusing on the brand’s values of warmth and generosity, reflecting its key brand message.
VCCP London creative director, Simon Connor added: “This is the first time the Cadbury Glass and a Half in Everyone campaign has appeared on radio. And what a way to start. We have five beautiful stories of generosity, retold like chapters from an audiobook.
“Quiet humanity-affirming storytelling in the middle of your chaotic day. And the best bit, we don’t make them up. They are all true, proving that there really is a Glass and a Half in Everyone.”
