Cadbury Dairy Milk - our core product has long been associated with moments of giving and generosity, helping to bring out that glass and a half in people. We aimed to build on the belief that even the smallest gesture can bring a smile to someone who might need it. Developed at a time when we haven’t had much human interaction, ’Bus’ and ‘New Addition’ reflect on the big impact we can all have on others with even the smallest act of kindness. Cadbury is achieving its highest penetration levels on record, while Cadbury is now officially Britain’s fastest growing grocery brand - worth over £1.4billion per year.

This is therefore a case that contributes to the industry debate about the circumstances under which purpose can deliver commercial results. How purpose that is overtly connected to brand and product can drive affinity, equity, and sales.

The ad shows a little boy travelling home on the bus with his Mum, clutching a bar of Cadbury Dairy Milk he’s been told to save for later. Trying to distract himself away from the chocolate, he notices a distressed teenage girl nearby. The story concludes with a simple, unexpected act of kindness from our little boy, uncertain at first, but eventually offering his bar to the girl. This selfless act, offering to give up the thing he most cares about to try and cheer a stranger up, is noticed by his Mum, who in her own act of generosity, tells her son he can have one piece now after all. Demonstrating there really is a glass and a half in everyone.