Cadbury The glass & a half shop

Cadbury was running a campaign around joy. It wasn’t having much success so the brand reverted back to its original ‘generous’ positioning. A new campaign was launched on TV where a generous newsagent allowed a young girl to exchange one of her knick-knacks for a bar of chocolate instead of paying. The TV advert was a success but Cadbury wanted more exposure. Cadbury branded shops were created in four major cities across the UK, where members of the public could exchange one of their own knick-knacks for a bar of chocolate.