11: BRAND PURPOSE
(Brand Activism)
The Generosity Bar - Cadbury Dairy Milk
Chocolate
Gold
Title of Entry:
|
The Generosity Bar |
Brand:
|
Cadbury Dairy Milk |
Product/Service:
|
Chocolate |
Client:
|
Mondelēz International |
Entrant Company:
|
Ogilvy Singapore |
Creative Agency:
|
Ogilvy Singapore |
Duration of Entry:
|
02:11 |
Chief Creative Officer: |
Nicolas Courant, Melvyn Lin |
Creative Director: |
Guilherme Camargos |
Art Director: |
Alessandro Agnellini, Kevin Wijaya, |
Copywriter: |
Aritra Dutta, Jonathan Ollivier |
Account Executive: |
Raquel Santos, Jamie Goh |
Sector: |
CONFECTIONERY & SNACKS |
Account Manager: |
Giri Jadhav, Campbell Cannon, Ciox Laurino, Nikki Khoo |
Producer: |
Alvin Chin |
Date of Release: |
2019-04-16 |
Notes: |
As the brand who has always generously added an extra half a glass of milk to make its chocolate bars yummier, Cadbury wanted to show that generosity was still alive and could be activated to make a real difference. So, we created the Generosity Bar, a new version of our iconic Cadbury Dairy Milk only without the milk. Now, people can donate the milk to those who need it the most: the 4 million children in the Philippines who are suffering from malnutrition. Every time you buy it, a glass and a half of milk goes to the NGO Reach Out Feed the Philippines. So far 200,000 glasses of milk are being donated making a real difference for thousands of Filipino children. After a successful launch in the Philippines, the Generosity Bar is now being launched in other Asian countries like Indonesia and Pakistan. |