Cadbury: advert-top-1 by VCCP

Cadbury has invested above the line for the first time in 15 years on TV, as they celebrate 80 years of the Roses brand.

The campaign created by VCCP, returns to Cadbury Roses' memorable slogan ‘thank you very much,’ which was last seen on TV 20 years ago.

This homage to Roses TVC past, not only evokes nostalgia for the brand but according to Cadbury's marketing manager Michael Moore, it intends to remind its customers that “thank yous are just as relevant now, as they always have been.”

Talking to The Drum, Moore said: “What we want to do is remind everyone how nice it is to say thank you, and that there isn’t a more perfect gift than Cadbury’s Roses to do that with.”

“We know from research that people prefer to gift with chocolate more than anything else,” Moore shared, and “we want to keep the brand modern and relevant, so people consider it as a brand to gift.”

The advert is part of Cadbury’s new strategy to bank on its heritage as a family brand after it dropped the ‘Free the joy’ campaign.

Building on their ‘generosity’ theme, the advert follows a young boy and his dad from the moment he is picked up from the school gates. Much to the bewilderment of those they encounter, the lad replaces the word ‘thank you’ with ‘roses.’

Drawing on the innocence of childhood, by the end we discover that the boy has, in fact, misheard his teachers. Discussing how best to say thank you, one teacher pops a Cadbury Rose chocolate in her mouth, joking ‘with Roses,’ to which the boy takes literally.

It’s been almost a year since Cadbury began working with VCCP, and its executive creative director Darren Bailes spoke about this "chance to work on some amazing brands. Roses… what a history!”

On the topic of returning to the memorable ‘thank you’ slogan, Bailes said: “It has given us such pleasure to reignite this strategy in 2018 with a simple story of father and son walking home from school. Warm, human, fabric of the nation stuff. We are really proud of the work.”