How Championing Small Acts of Generosity, Created Big Growth for Cadbury

Date: 20 July 2023

In 2017 Cadbury was stagnant. With low growth globally, declining penetration and brand health, an over reliance on innovation and traditional communications, the brand was in need of reinvigoration.

In this session Ben Wicks - VP Confectionery for Mondelēz Europe and former Global Director of Cadbury - will share with the Mumbrella360 audience how reconnecting Cadbury with its authentic and purposeful roots, focusing on the core product, and bringing this purpose to life with the breakthrough ‘There’s a Glass & a Half in Everyone’ campaign has reinvigorated the brand, including a tripling of annual growth, adding over $1b to the value of the brand.