Multi-market strategy is notoriously complicated.

Interpretations of language vary.

The priorities of mature and developing markets differ.

Cultures are diverse.

To do it well requires radical clarity.

The clarity of a single word.

Generosity.

This one word has attracted 136 million new customers and an additional $742 million in retail sales value.

This one word has connected culturally, inspired millions of acts of kindness, all over the world.

This one word has produced highly innovative, awarded creative in India, the UK, Malaysia, South Africa, Australia and more.

It’s one word. And that makes it hugely effective, all across the globe.

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.

Cadbury is a global brand that spans culturally different markets, but also incredibly different market maturities.

We have mature markets like the UK and Australia where Cadbury has been for 200 and 100 years respectively. In these markets we need to continue to fuel brand love and drive frequency.

And in novice markets like India, Indonesia, Malaysia, and South Africa where the category only has much lower penetration, there are incredible growth opportunities.

But this comes with different challenges.

In Novice Markets we need to educate and establish clear Category Entry Points - to encourage people to try chocolate for the very first time.

But also cultural challenges. With different cultural attitudes to food, different climates, formats and distribution, we need to build communications with local intelligence and sensitivity.

With Cadbury we have adopted a ‘Glocal’ approach. A singular global brand strategy based around one word, that is executed locally in the cultural, social and business context of every market.

Whichever market we are in, it is vital that Cadbury is a fabric of the nation brand.

Tonally, we open the windows and doors of our work to the sounds of the nation, and we understand the cultural and market context in which we are working. We leverage and celebrate the most relevant seasons in each market from Ramadan to Diwali, to Christmas, Easter, Merdeka, Valentine’s Day and Chinese New Year.

We have built Cadbury to be a global power brand with incredible local cultural resonance.

The declines began in the years following a controversial corporate takeover.

Among many negative headlines, the most damaging was when Cadbury was accused of changing the recipe to Dairy Milk - it’s beloved core product.

It wasn’t true. But it was believable.

By this point, the brand was addicted to NPD. Every ingredient or product that could be paired with Dairy Milk, had been.

Cadbury had no focus, and it was showing.

We got first hand feedback on this approach from an officer at the Australian Border.

“Don’t mess with my chocolate”

And the task at hand was summarised for us in a research group in the UK.

“Cadbury doesn’t feel like Cadbury anymore.”

We needed to change that.

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.

“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.

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.

Generosity is one of those rare things.

A truly global, border-crossing strategy.

One that inspires people from every background.

One that has added 136 million new customers and an additional $742 million in retail sales value.

Its power is its singularity.

Asking “is it generous?” provides the same direction in Mumbai as it does in Manchester, or Melbourne.

It allows us to find magic in the splendour of Bollywood and the mundanity of all-night gas stations.

To add meaning in important moments - from Easter to Diwali.

Generosity is just one word. But it brings people together, all over the world.