If there’s one thing that can shine a beam of light through the cracks in an increasingly divided world, it’s Generosity. Not doing something to score social ‘likes’. Generosity is an instinct to go above and beyond, in the selfless hope of genuinely improving another person’s life. Generosity is ‘a glass & a half’ – and Cadbury Dairy Milk believes ‘There’s a glass & a half in everyone’.
Founder John Cadbury believed that chocolate had the power to make the world a better place when he created the company in 1824 – not just for the customers who would benefit from the Generosity of a glass and a half of milk in every slab, but for the community which was home to the first factory itself. As the company grew, the Cadbury family continued to work to improve the conditions of the society which both produced and consumed their chocolate at the height of the Industrial Revolution in the UK, where working and living conditions were amongst the most appalling in history.
That spirit of Generosity has lasted over 80 years in South Africa, a country which is known for being inclusive and welcoming. Cadbury Dairy Milk is amplifying this by celebrating the intrinsic spirit of Generosity from the smallest act to the most heart-warming gesture, performed simply for the sake of helping someone else feel better, live better and be better.
Having kindled that spark in the hearts of South Africans, Cadbury Dairy Milk hopes to ignite Generosity by shining a light on the nation’s fundamentally generous spirit.
Generosity has always been a hallmark of the Cadbury Dairy Milk brand, and we’re hoping to use it to inspire a little more goodness in the world. We hope that we can remind people that there’s a glass and a half in all of us, in a world desperately in need of it”.
Lara Sidersky, Mondelez SA Category Lead for Chocolate
For more information, on the campaign follow Cadbury on @CadburyDairyMilkSA on Facebook or @Cadbury_SA on Twitter and @Cadbury_SA on Instagram #GlassAndAHalf
