Milk your heritage / Last year, Cadbury abandoned its ‘joy’ positioning in favour of a new, global campaign built upon its philanthropic heritage: the Cadbury family were renowned for their commitment to social reform and setting a new standard of working and living conditions in Victorian Britain.
Cadbury’s Generosity Bar campaign allows the brand to build a positive image for itself in Southeast Asia, where it has been focused on accelerating growth since 2017, while encouraging people to feel good about buying a brand with noble aims. Since child malnutrition is so prevalent in the Philippines, Cadbury’s initiative will resonate with the target audience.
Say it with altered assets / It’s not the first time a brand has tailored its product design to reflect a specific campaign, cause or event (see Skittles’ colourless packaging for Pride in 2017 and Lacoste’s Save Our Species limited edition polo shirts). When your logo is so closely and historically tied to your slogan and messaging, this technique can make a big impact.
Other chocolate brands might struggle to form a meaningful partnership with a malnutrition charity, but Cadbury found a way to make this initiative feel natural and relevant. Rather than use its packaging and platform to just draw attention to the Philippines’ child malnutrition problem or encouraging consumers to make donations, Cadbury enabled its customers to donate simply by buying the product: a win-win for Cadbury, the children and the consumers.
For more on how brands can change their assets without losing their identity, you can read our feature on the topic.
This story originally appeared on Contagious I/O, our online intelligence tool. To find out more click here.
