As the brand who always generously added an extra half a glass of milk to make its chocolate bars yummier, Cadbury wanted to show that generosity was still alive and could be activated to make a real difference.
So we created the Generosity Bar, a new version of our iconic Cadbury Dairy Milk only without the milk. So people can donate it to those who need it the most: the 4 million children in the Philippines who are suffering from malnutrition. Every time you buy it, a glass and a half of milk go to the NGO Reach Out Feed Philippines to help the kids.
Activation / Integrated / PR