How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

05/29/24 • 54 min

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In this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage.

Timestamps:

00:00 Intro
00:46 Gui's background
03:27 David's background
04:20 How VCCP and Cadbury started working together in 2017
14:24 David and Gui's favourite Cadbury ads
21:08 Compound creativity and consistency
31:30 Key to a successful client agency relationship
39:55 How to write a good brief
47:03 Cadbury business results
49:41 Future of the Cadbury brand

Timestamps:

00:00 Intro
00:46 Gui's background
03:27 David's background
04:20 How VCCP and Cadbury started working together in 2017
14:24 David and Gui's favourite Cadbury ads
21:08 Compound creativity and consistency
31:30 Key to a successful client agency relationship
39:55 How to write a good brief
47:03 Cadbury business results
49:41 Future of the Cadbury brand

Previous Episode

From Hamlet to Haribo: the serious case for humour - Trevor Robinson

In this episode, we're talking about a very, very serious topic. Humour. It turns out humour is not just funny, but it's good for business. In fact, humour in advertising is one of the most effective things you can do to make people remember you and buy your products.

I'm catching up with someone who knows all about humour. Trevor Robinson was the creative behind some of the most iconic and funniest ads of all time, including Tango from the 1990s. And I caught up with Trevor to find out more about what makes advertising funny, how do you do it, and what are the funniest ads of all time.

Timestamps

00:00 - Start
00:48 - How Trevor got into advertising
03:50 - Landing the Britvic client
05:49 - The Tango Ad
11:11 - Haribo kids ad
20:00 - You need to entertain for commercial gain
28:11 - The importance of talent
29:30 - How to direct a great ad
38:23 - Have we lost humour in the past few years?
41:48 - The funniest ads of all time

Next Episode

Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook

Every year, the advertising industry descend upon the south of France to meet up in Cannes over a glass of rosé to celebrate the power of creativity. So I thought it was about time that I caught up with the CEO of Lions, Simon Cook, to discuss why creativity matters.

The conversation ranges from how can you make the case for creativity in business while budgets are strained, to what you can expect this year from Cannes Lions.

Timestamps