Cadbury Dairy Milk runs first ‘glass and a half’ radio ads

cadbury2Cadbury Dairy Milk is launching its first ever audio ads celebrating real life moments of generosity as part of its long-running “There’s a Glass and a Half in Everyone” campaign, which has already scooped one of the industry’s top accolades, landing the IPA Effectiveness Awards grand prix in 2022.

The new activity features a series of five stories created by global agency of record VCCP London. Each 60″ radio ad tells the story of a genuine moment of kindness drawn from across the UK.

To showcase the power of generosity, the campaign uses a 60-second media buy by Publicis Media to disrupt the usually cluttered ad breaks and allow the “heartwarming” acts of kindness to get the longer airtime designed to get listeners to stop in their tracks.

This is the first time the campaign has been extended to audio ads and posed a fresh challenge to the team in replicating the warmth and feelgood spirit of the TV and outdoor campaign on the radio.

To do this they continued the storytelling formula which was the focus of the TV campaign and selected their favourite stories of everyday generosity, which were retold by voiceover artist and actor Aisling Loftus.

The team avoided the use of sound effects to allow the stories to deliver their simple message with greater impact. While the ads have no mention of chocolate, they proudly demonstrate Cadbury’s values and show how generosity brings people together.

Each story also features in a 30″ cutdown version for use throughout the campaign which runs until October 29. The campaign will be broadcast on commercial radio throughout the UK on the Heart and Magic Networks. Media planning and execution has been led by Publicis Media.

Mondelēz International marketing manager at Cadbury Tablets Michael Moore said: “For over five years now Cadbury has been shining a light on simple moments of human generosity, and this latest phase takes those stories to a new medium. We have uncovered some beautiful tales of kindness which we are proud to celebrate in these audio ads.”

VCCP London creative director Simon Connor added: “This is the first time the Cadbury Glass and a Half in Everyone campaign has appeared on radio. And what a way to start. We have five beautiful stories of generosity, retold like chapters from an audiobook.

“Quiet humanity-affirming storytelling in the middle of your chaotic day. And the best bit, we don’t make them up. They are all true, proving that there really is a Glass and a Half in Everyone.”

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