Score
Cadbury removes product from latest ‘Made to Share’ campaign
Cadbury's latest 'Made to Share' campaign emphasizes the theme of 'everyday generosity' through photography, moving away from limited edition products. This shift in focus suggests that brand strategy should prioritize emotional connections and relatable messaging to resonate with consumers.
Design Week: The new campaign, created by global agency of record VCCP, follows on from the brand’s silver Cannes Lion win last year. While previous iterations focused on limited edition bars that celebrated specific gestures, this new instalment uses photography to bring the concept of “everyday generosity” to life across out-of-home (OOH) and press ads.
Cadbury's strategic shift in its campaign highlights the importance of emotional branding, which is significant for industry professionals, though the concept of focusing on emotional connections is not entirely new.