The new Cadbury’s advertising campaign is great.

It is called FENCE.

But the real moment of genius is not this latest campaign.

It’s this bit.

The brand consideration that allows this new campaign to happen:

There’s a glass and a half in everyone.

Which was a brilliant, brilliant update – about three years ago now I think – from this:

There’s a glass and a half in every one.

(If you missed it.

Read it again).

Brand. 

This is a very unusual update.

We are not used to this kind of a move from a brand.

Cadbury subtly shifted the brand position.

By tweaking the slogan.

This opened a whole new narrative.

And, of course shifted the focus from the goodness in the product – to the goodness in the consumer.

Whilst retaining the familiar echo of the goodness in the product at the same time.

That’s the clever bit.

Brand. Marketing. Design.

There is a delicate relationship that exists between brand, marketing and design.

Delicate because we have to stay true to brand.

Always.

We have to understand that marketing should be joined-up and for a reason.

And that it requires constant attention also.

And design and creative should then ice this communication cake with a great degree of care, sophistication and precision.

(And hopefully a large dollop of adventure and bravery, too).

Lucky.

I am very lucky.

Because I have built and led teams that have delivered world-class solutions in the areas of brand, marketing and design for over 20 years.

So I instinctively look for clear connection between the three.

And the evolutionary ‘dance’ that these three areas partake in as a business and it’s communications develop.

These days, I do this kind of work at ANGELFYSH.

If you’d like too chat about that – drop me a line at michael@angelfysh.com.

Or if you’d like a free copy of my book A.BRAND, please sign up to our newsletter.

1 Comment

  1. Avatar

    If they do a Christmas campaign, it’ll rival the supermarket schmaltz.

    From a what to a why. Sinek would be pleased.

    From a straightforward but slightly questionable product benefit (How big is the glass? Is dairy good for me or not? How does more milk make it better than high cocoa percentage?) to a happy emotional connection that we can all relate to personally.

    Possibly the most effective use of a deleted space ever. Brilliant.

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