In 1905 George Cadbury created the Dairy Milk bar, made with not just the standard single glass portion of the yummy milk, but a ‘glass and a half’. That ‘extra half’ wasn’t just a kitchen accident. A glass of milk would have been just fine, but the extra half was a reflection of Cadbury’s values, of his instinctive generosity and spirit to share the good life with those around him. And so Cadbury Dairy Milk was ‘Born Generous’.

Today we want to rekindle that spirit and remind everyone that ’there’s a glass and a half in everyone’, positioning Cadbury as a beacon of generosity in a ‘me not we’ world which needs it more than ever. Our task was to demonstrate that Cadbury’s generous instinct was still alive and could be activated to make a real difference to those who need it the most.

Everyone loves their Dairy Milk bar and the extra milk that makes it more indulgent. But that extra milk can also help the 4 million kids in the Philippines who are suffering from stunting – the failure to reach one’s potential for growth – which is caused by chronic malnutrition during childhood.

To show that there’s a glass and a half of goodness in every one of us, we invited people to sacrifice the extra milk of their favorite chocolate bar and donate it to those in needs. To do so, we created the Generosity Bar, a chocolate bar that helps fight malnutrition. A Cadbury Dairy Milk chocolate from which we removed the milk. Each time you buy it, the missing milk is donated to help Philipino children grow healthier.

To prove that we are all born generous, we needed to give people an opportunity to show their goodness. Our strategy was to tackle a meaningful cause which has a link with our product. With 4 million kids suffering from stunting – the failure to reach one’s potential for growth which is caused by chronic malnutrition during childhood – the Philippines were in need of extra nutritional support. Cadbury decided to help by inviting people to sacrifice the milk from their favorite chocolate and donate it to malnourished kids, in partnership with the NGO Feed The Philippines.

To do so, we created the Generosity Bar and decided to launch the chocolate everywhere in the Philippines. Our activation drew a lot of attention and was amplified in-store across the country. The strategy was to give our target market a personal experience of generosity and remind them of how good it feels.

We launched the Generosity Bar – a chocolate bar with no milk – in a pop-up store at one of the biggest mall of Manilla as well as in supermarkets to reach anyone who wishes to participate. Each time someone bought the bar, a glass of milk was donated to Feed The Philippines (a local NGO involved in the fight against malnutrition) to provide milk for kids who need nutritional support. Influencers also showed their generosity by talking about the new bar. To stimulate the generous instinct of a wider audience, we also released a digital outdoor hoarding and a social campaign.

Our initiative got 164 million media impressions and reached +83000000 people in a week giving our audience a personal experience of generosity and how good it feels. Our hashtag quickly became a trending topic on launch day as the bar was generating conversations and turned chocolate lovers into advocates. We then made the headline news on mainstream Filipino media. So far, 200000 glasses of milk have been donated, 100000 more Generosity bars will be produced by 2020 and Cadbury is committed to reach out to as many children as possible over the next 2 years.