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

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