Cadbury. Picture: SUPPLIED
Cadbury. Picture: SUPPLIED

Cadbury’s new television commercial has cemented the positioning of the brand and taps into the human instinct of generosity. It also aligns with consumers’ current need to support brands with a purpose.

According to Lara Sidersky, Mondelez SA Lead for Chocolate, generosity is a hallmark of the company. Founder John Cadbury built the brand in 1824 on the belief that chocolate had the ability to make the world a better place, both for the people who would consume the product and for the community that would benefit from the establishment of the company’s first factory.

Cadbury’s new tagline “There’s a glass and a half in everyone” speaks to the ability of people to go one step beyond, and celebrates the SA spirit of generosity. The commercial tells the heartwarming story of a little girl buying a slab of chocolate as a birthday present for her mother, who has just completed a hard day’s work. In lieu of payment, the girl offers the shop owner her worldly “treasures”: a coin, some buttons, a plastic ring and, most reluctantly, what is clearly her favourite possession – an ornamental toy. The owner accepts the payment and then calls the little girl back for her change, returning the ornament. He watches as the girl gives the slab of chocolate to her mother, wishing her a happy birthday.

The campaign builds on the idea of generosity, “giving a glass and a half when a glass will do”.  At countrywide “Little Generosity Shops” collection points people are given Cadbury chocolate in exchange for donations of toys, books and games that will be distributed to the country’s 3.7-million orphaned children. The collection points are at Sandton City in Johannesburg, Gateway Theatre of Shopping in Durban and Canal Walk in Cape Town.

The big take-out

Cadbury has launched a new television commercial and charitable initiative appealing to people’s generosity. It also taps into the need for consumers to make a difference in their world – not only by their actions, but also through those of the brands they choose to support.

In addition, a mobile Little Generosity Shop will make the rounds of shopping malls in Bloemfontein (at Loch Logan), Port Elizabeth (Baywest Mall), Pretoria (Irene Village Mall) and Nelspruit (Riverside Mall) in June and July. It’s a gesture that speaks to more than generosity for the sake of it – it appeals to the genuine need to make life better for someone.

Thousands of paper planes were sent down the hollow centre of Johannesburg’s iconic Ponte building to launch the Little Generosity Shop campaign as a reminder that millions of children in SA do not even have a simple paper plane to play with.

The positioning of the campaign is certain to resonate with consumers, who are increasingly demanding that the brands they choose to engage with stand for something and act on their promises, making a difference to their communities, as opposed to merely selling products or services.