In 2024, Cadbury was celebrating its 200th anniversary. A proud moment for a brand that’s been loved in Britain for generations. We were tasked to announce the news of Cadbury’s anniversary to the nation in national press.

Cadbury wanted a bold confident piece of creative to announce its 200th Birthday. But beyond just announcing the anniversary, we wanted to showcase how recognisable the brand is for the British public. Knowing that they would find joy in discovering that ‘200’ was hidden within the iconic logo.

Cadbury holds a special place in the hearts of the British public. There is a sense of nostalgia, pride and ownership that the nation feels for the brand. Because of this special relationship, the creative could be designed utilising only two key brand assets. The iconic Cadbury purple and the gold Cadbury signature logo.

With careful crafting, including testing different levels of opacity and contrast, we adjusted the logo to reveal the number ‘200’ hidden within the Cadbury logo. Enough for people to feel a sense of achievement once they’d found it.

Since Cadbury’s 200th Anniversary campaign went live, in terms of commercial results so far, the brand has seen increases in value and volume share. Value has increased by 17.7% YoY and Volume by +4.3% YoY. The advert featured in the five biggest publications in Britain and according to Semrush’s brand search feature, there were over 800K searches for Cadbury in the months of January and February after the ad featured.