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In 1928, Cadbury introduced the slogan "A glass and a half of full cream milk in every half pound" to promote their Dairy Milk chocolate.
Its precise measurement distinguished Cadbury's chocolate—while competitors made vague claims about milk content, Cadbury stated exactly what customers would receive.
The slogan "a glass and a half" resonated with consumers and anchored Cadbury's marketing for decades to come.
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Cadbury launched the "Flake Girl" campaign in 1959.
The advertisements featured women in dreamlike settings, demonstrating the distinctive way the chocolate bar crumbles and breaks.
The campaign evolved through multiple iterations while maintaining its core imagery, running continuously from 1959 through the early 2000s.
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In 1968, Cadbury launched its advertising campaign for its Milk Tray chocolates.
The campaign centered on the Milk Tray Man—a mysterious figure who executed daring physical feats to deliver chocolates to women under cover of darkness.
He scaled buildings, navigated treacherous waters, and leapt between moving vehicles, all to leave a purple box of chocolates on a recipient's doorstep.
The character merged the physicality of an action hero with the discretion of a secret admirer.
This blend of romance and risk propelled the campaign through 35 years of British television.
In the 1980s, Cadbury sharpened its marketing through song and comedy.
Their Fudge bar ad campaign anchored itself with the direct message "Just a finger of Fudge is just enough to give your kids a treat" — a line that had persistent television exposure.
For their Wispa launch, Cadbury chose comedians Mel Smith and Griff Rhys Jones to showcase their aerated chocolate.
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The 1980s saw Cadbury leveraging catchy jingles and popular comedians in their advertising campaigns.
The Fudge bar's memorable slogan "Just a finger of Fudge is just enough to give your kids a treat" became a staple of British television.
While the Wispa chocolate bar ads featured the well-known comedy duo Mel Smith and Griff Rhys Jones, capitalizing on their popularity to promote the new aerated chocolate product.
Throughout the 1990s, Cadbury's "Don't do it Jonny!" commercials captivated Canadian audiences, becoming deeply embedded in the nation's cultural memory.
The ads centered on a single compelling mystery: how does Cadbury insert caramel into their Caramilk chocolate bars?
In each commercial, characters' attempts to uncover this manufacturing secret led to precise yet comical consequences.
A gorilla sat at a drum kit in the 2007 Cadbury's commercial, waiting.
When Phil Collins' drums erupted in "In the Air Tonight," the gorilla unleashed a passionate, precise performance.
The ad showed nothing but this—no chocolate, no product pitch.
Just a gorilla, drums, and music.
Its stark simplicity and surreal premise captured viewers' attention, spreading rapidly across early social media platforms.
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In the 2010s, Cadbury launched two parallel campaigns:
Together, these campaigns wove joy into the core of Cadbury's brand identity.
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Cadbury's "Glass and a Half in Everyone" campaign, which launched in the early 2020s, reimagined their historic slogan for modern audiences.
The campaign transformed the literal half glass of milk in each chocolate bar into a metaphor for human generosity.
It connected Cadbury's manufacturing heritage—adding extra milk to their chocolate—with everyday acts of kindness.
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