To show that there's a glass and a half of goodness in everyone, we invited people to sacrifice the extra milk of their favorite chocolate bar and donate it to malnourished kids. To … read moredo so, we created the Generosity Bar, a Cadbury Dairy Milk chocolate from which we removed the milk. Each time you buy it, a glass of milk is donated to Reach Out Feed Philippines (an NGO that fights against malnutrition).
Agency: Ogilvy, Singapore
We launched this new variant in a pop-up store at one of the biggest malls of Manilla. On the launch day, our initiative touched the public and influencers to their heart with 164 million media impressions and reaching over 83,000,000 people in a week. So far 200,000 glasses of milk are being donated and Cadbury is committed to reach out to as many Filipino children as possible over the next few years.
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