We decided to create a real shop where the public could ‘buy’ a bar of Cadbury Dairy Milk for a knick-knack. Be it a button, a toy unicorn or something from a Christmas cracker. So the public could recreate the feeling our little girl received in our TV ad.

In the heart of Soho, we opened a shop for 4 days. The only thing you could get inside The glass & a half shop was a bar of Cadbury Dairy Milk, in a variety of flavours, to share with family and friends. However, payment would only be accepted in knick-knacks. Things like buttons, shoelaces, paper clips, odds and ends, all kinds of random stuff, just not cash! People were encouraged to share their chocolate, using in-store signage, till receipts and scripted dialogue delivered by our shopkeeper. Every detail inside and outside the shop was designed with a Cadbury Dairy Milk twist, from crisp boxes to newspapers, flowers, fridges, drinks, greeting cards, stationary, local notices and classifieds, staff uniforms, a welcome mat, awning, door sign, post office box, delivery bike and more. Free Wi-Fi was named CadburyShop and the shop sign read “the glass & a half shop”.

The shop received over 5,000 visitors, exchanging their knick-knacks: pens, belt buckles, yoyos, toy cars, recipe books, light bulbs, computer mouses, even an odd shoe! National and International press reported on the event. With no paid social spend, the shop got over 2.5 million social impressions in just 4 days. That increased social conversation around Cadbury by 35%. We proved just how generous the British public can be.