Marketing Featured Southeast Asia

Cadbury Dairy Milk Chocolate’s latest TVC spotlights ‘good in everyone’

Indonesia – Global confectionery company Cadbury has launched a new TVC for its Cadbury Dairy Milk Chocolate brand, reinforcing the brand’s ethos of ‘generosity’ and brand platform of ‘goodness in everyone’ to consumers and markets in the SEA region.

The TVC, which was created in collaboration with creative agency Ogilvy, was developed with the objective to demonstrate the Cadbury goodness or the ‘Rasakan Lembutnya Kebaikan’, which in English translates to ‘Taste/Feel the softness of goodness’. Its story is anchored in the universal truth of not judging a book by its cover, to go beyond snap judgment and allowing softness in action and reaction, which manifests into a little more goodness around us. 

Cadbury said that the authentic tone of the brand and the storytelling which has the duality of ‘goodness in us’, as well as the product, is captured in the story and also breaks ad stereotypes in the region.

Nikhil Nicholas, Cadbury’s chocolate category lead for SEA, commented, “We fell in love with the script and it’s amazing to see it come to life on screen. Rasakan Lembutnya Kebaikan is our way of marrying both product and purpose for Cadbury Dairy Milk by showing how softness leads to goodness which speaks to the heart of this piece of communication.”

Meanwhile, Nicolas Courant, chief creative officer at Ogilvy Singapore, said that their teams in SEA came together and undertook a massive strategic and creative exploration process across Malaysia, Singapore, Indonesia and the Philippines, over a 6-month period to bring this story to life. 

“It was a true reflection of our commitment to borderless creativity and to Cadbury as a brand. In some markets our relationship with Cadbury stretches over 50 years, so we could tap into an immense amount of knowledge and experience across the network,” added Courant.

The TVC is now available in Indonesia and Malaysia, and is set to launch in the Philippines in July.