In 2018, 'brand purpose' was the ANA's* Word of the Year. By the June 2019 Cannes Lions, 'purpose' was riddled with cynicism and accusations of woke-washing. Yet this case proves that, when purpose is ...

Design agency Bulletproof adds a contemporary twist to the brand’s historic identity, reimagining classic elements such as the Cadbury Dairy Milk Glass and a Half symbol Cadbury is one of those brands ...

After years of decline precipitated by a hostile takeover and exacerbated by a loss of focus on its core product Dairy Milk, Cadbury reoriented around its intrinsic purpose - generosity. The resulting ...