Influx

Cadbury might presently be Wall Street’s with potential buyers lining up left and right, but while this is all going on the company has been going about its communication business in a very interesting way.

You might remember Glass and a Half productions as a concept that held together Fallon’s famous work for the company, including the drumming gorilla. Perhaps, it seemed something of an after thought that would never be truly realized. However, that doesn’t seem to be the case as the production company has been given a new lease of life in a very smart strategic play.

Cadbury wants to announce it’s brand Dairy Milk’s move into the Fair Trade arena, it could have done this with a CSR type blog or print effort that would have ticked several boxes, but generated no real interest, instead, they’ve gone out and found entertainment talent from Ghana, (the cocoa producers and Fair Trade country of origin), given them exposure and used this effort to help raise money for farmer’s causes in the country.

I think the idea of laddering up a serious concept into something appealing and entertaining makes a lot of sense. It’s so easy to get lost in all the noise around CSR, that it’s very smart to to make a serious idea entertaining.

Posted by Ed Cotton