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...

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