The campaign comes at a time when Kenyans have been ranked amongst the 10 most generous nations in the world
Chocolate manufacturing firm, Cadbury’s has launched a new campaign whose theme will be to highlight and celebrate the generosity of Kenyans. The campaign comes at a time when Kenyans have been ranked amongst the 10 most generous nations in the world.
A report by the UK-based Charities Aid Foundation said that Kenya ranked eighth (among 146 countries) in terms of its three key criteria – helping a stranger, donating money and volunteering for good causes. Cadbury’s new brand positioning, which has already been launched in other parts of the world, evokes the brand’s origins as a family company, anchored on the principle of generosity. Central to the campaign is an African adaptation of a TV commercial featuring the firm’s iconic Cadbury Dairy Milk (CDM) brand.
It is the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, it’s not for her – it’s for her mum’s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesn’t take the girl’s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
The new multimillion campaign, with the tagline, “There’s a glass and a half in everyone” is an integrated execution that will be supported by digital and mall activations, among other consumer touchpoints.
Edward Nderitu, Country Manager for Cadbury East Africa said, “Kenyans have always been known for their big hearts and a strong culture of generosity; always giving, sometimes without prompting and while expecting nothing in return. This campaign gives us an opportunity to highlight and celebrate Kenyans’ acts of kindness in everyday life and connect with our customers at their human and authentic best.”
“This campaign is unique because it draws on a common human trait that is often ignored, but is an integral part of the cultural tapestry of Kenya: generosity. It will allow us to interact with our consumers in their daily human conditions while driving talkability about the brand,” added Category Brand Manager Lorna Kamemba.
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