Cadbury’s agency VCCP has taken inspiration from the brand’s ads from 1915 to 2024 to create a new set of posters for its ‘Yours for 200 Years’ campaign.
The OOH posters touch on nostalgia and generosity, with the aim of demonstrating how Cadbury has grown to become part of the fabric of the nation.
Each poster was created by illustrators and designers who took inspiration from previous Cadbury campaigns.
The campaign kicked off with Cadbury releasing a new video campaign centred around a reboot of the classic ‘Mum’s Birthday’ spot, retold to highlight the 200 year span of the brand, with changing imagery reflecting the timespan.
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The video storyline sees a girl head to a corner shop with the aim of buying her mother a Cadbury Dairy Milk bar for her birthday.
She has no money but pulls out some coat buttons, with the shopkeeper handing over the bar anyway, with the design team working on imagery to create a seamless transition between eras.
It was accompanied by a clever print design where the number 200 can be seen within the Cadbury logo, with VCCP creative director Angus Vine explaining to Marketing Beat that it served to highlight the benefits of design simplicity.
As well as the print and OOH designs, the campaign has also seen Cadbury release a set of limited edition packaging, again evoking nostalgia.
In addition, consumers have been given the opportunity to send in their own photographs as part of the 200th year celebrations, drawing further on the idea of memory and Cadbury as an accompaniment to celebrations like birthdays, Easter and Christmas.
The brand has also recently released a 30-second humorous spot, harking back to the Cadbury Creme Egg tagline ‘How Do You Eat Yours’, which hadn’t been used in 20 years.
