Mumbrella360 video recap: How Cadbury made the world a little bit more joyful

In this Mumbrella360 video recap, Ben Wicks, GM for chocolate, Kraft Foods and Damon Stapleton, ECD, Saatchi and Saatchi Sydney discuss the reinvigoration of the Cadbury Dairy Milk brand in Australia and share the story of how it was done.

“We see things as glass and a half full.”

Wicks on Australia’s relationship with Cadbury, how marketing for the brand had lost its spark and become predictable, how the uneasy financial climate has affected marketing in Australia, Cadbury’s core brand values, where they stem from and how they filter into communications.