The creative strategy for CDM's communications to promote the commercial-free movie, was clear. The trailers and credits had to make everyone aware that the first Lord of the Rings movie to screen on free-to-air television was going to be uninterrupted by commercials, courtesy of Cadbury Dairy Milk. This was a unique occasion and a simple, relevant and compelling communication was used: "One ring, nine companions, zero commercials."

The channel share was 45% and sponsorship awareness of 69% was Cadbury's highest ever. Volume share was the highest for six months, at 67.9%. The most rewarding feedback came from those who took the trouble to phone or write in to thank Cadbury, even thanking their staff in the street.