How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas ever

In this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage.

Timestamps

00:00 - Intro
00:50 - Gui background
03:41 - David background
05:01 - How VCCP and Cadbury started working together in 2017
15:21 - David and Gui’s favourite Cadbury ad
22:25 - Compound creativity and consistency
24:42 - Mondelez commitment to the brand campaign
27:39 - Making the argument for brand investment in 2024
33:12 - Key to a successful client / agency relationship
42:25 - How do Cadbury approach the briefing process
49:57 - Cadbury business results
52:43 - Future of the Cadbury brand