Cadbury’s Dairy Milk gets grittier with loneliness campaign

Cadbury is continuing its ‘Donate Your Words’ campaign – meaning speak to someone older to combat loneliness – with this from VCCP, showing how the gift of a chocolate bar can mitigate annoying kids next door (we’re paraphrasing here.)

Cadbury is donating 30p from limited edition bars to Age UK.

VCCP’s work for Cadbury is interesting – about as real, gritty even as ads get. Presumably it’s working.

Good to see two proper campaigns one after the other (Wieden+Kennedy’s for Diet Coke being the other, both with oldies which maybe tells us something.)

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.