Cadbury‘s brand positioning centres around generosity, not just the sharing of chocolate, but generosity in the community. Utilising a powerful insight- 2.8m young people are so affected by doubt they have lost hope for the future, Cadbury shifted their focus to a simple premise with Give A Doubt, that doubts are easier to overcome by sharing them. Knowing that high achieving people like footballers have similar doubts, can give you the confidence to overcome yours. To ensure the campaign was delivered across all touch points (in-store, on-pack, digital, OOH, ecrm, social and experiential), Cadbury partnered with The Prince’s Trust – the foremost charity helping young people’s lives.
As official partners with 21 football clubs across the UK, and through ambassador deals, managed by MKTG, with Ian Wright, Gary Neville and Steph Houghton, Cadbury utilised the power of the football community; across products, TVCs, paid digital, at Premier League matches via programmes and experiential, and on club channels. All sponsorship assets were used; connecting clubs and fans is exactly why Cadbury entered sponsorship.
Assets worth millions via clubs and ambassadors led to significant pick up of the campaign and drove record traffic to the Cadbury FC site. Arsenal and Ian Wright content triggered a 790% increase in web traffic, with Houghton’s posts sparking the second highest campaign website traffic. Not only was the awareness of the campaign increased via football, the sales of bespoke Dairy Milk bars showcasing the ambassador’s doubts via in-store POS touchpoints, raised £175,000 for the Trust.
