Cadbury was founded 200 years ago in a small shop in Birmingham, England.

Two centuries later, it is part of the fabric of British life - the first, and defining taste of chocolate for an entire population.

But Brits aren’t the only people who feel a deep sense of ownership over Cadbury chocolate.

Indians, South Africans, Australians, the Irish, New Zealanders (and more) hold it in exactly the same esteem.

It is a genuine multi-national treasure.

Yet 193 years into Cadbury’s history, in 2017, things were looking bleak.

As just one example, in the UK annual revenue was in year-on-year decline, and brand tracking showed steep declines in people’s sense of connection with the brand.

The brief was simple: turn the brand around.

“There’s a glass and a half in everyone”

A simple phrase representing Cadbury’s belief in the generosity everybody shares. Just like the generous extra half of milk in our chocolate.

Our sole commitment since 2017 has been to prove this belief, all around the world.

In hundreds of different ways. In traditional stories. In important cultural moments. In communities.

Generosity is just one word. But there’s infinite ways to prove it.

We needed focus. Luckily, it was lurking in the archives.

Cadbury Dairy Milk has one defining feature. It contains not just a glass, but a glass & a half of milk.

This generous extra half was in keeping with the broader generous instincts of the original Cadbury family. Among many other acts, they built a village called Bournville to give their workers a better quality of life during the Industrial Revolution.

Generosity was at the very heart of the brand.

And if you looked hard enough past the torrent of bad news, it was at the very heart of society too.

All over the world, every day, neighbours help neighbours. Strangers help strangers. People are kind to one another.

Generosity is not just at the heart of the Cadbury brand. It is a fundamental human instinct.

And it is a truly singular thought.

One word. With untold potential.

Generosity has been truly transformative.

It has triggered incredible creativity - winning a Titanium Lion and 3 Cannes Golds in 2022.

That creativity has been hugely effective - demonstrated by Grand Prix wins in both the Creative Effectiveness Lions in 2023 and the IPA Effectiveness Awards in 2021.

Cadbury is now a fabric of the nation brand, in many nations around the world. It is the 2nd Most Loved Brand in the UK. It is Australia’s Most Trusted Brand. It is the most popular chocolate in India.

This one word has led to truly remarkable commercial growth.

Cadbury has acquired 136 million new customers around the world since 2021.

Consequently, global retail sales value has increased by $742 million since 2021.

One word, with very generous results.