I've noticed a recent and quite drastic change in Cadbury's advertising. A departure from the more recent abstract creatives (the drumming gorilla etc.). They have been acredited with the Fairtrade mark on the Dairy Milk bars. This is a big deal since Fairtrade used to be a niche concern, but this move by Cadbury's brings it to the most mainstream of mainstream chocolate brands, and pushes them above other brands like Mars and the ethically dubious Nestlé.
What's interesting is the ad campaign they are running, at first I thought it was an atempt to look 'ethical' and ethnic but after a tiny amount of reseach I discovered that it is in fact part of a larger campaign which involves Ghana. The poster features a mural like many that appear on walls all over Ghana. The mural in the ad is painted by a Ghanaian artist who comes from a family of cocoa farmers. They were painted for real on walls in Koforidua.
I'm intrigued to see where the campaign goes and how it is received but I'm impressed that as a brand Cadbury's are pushing the norms of a sector that is so often just about slow-motion shots of melting chocolate.
The campaign also includes the release of a single as well:
more info here:
http://cadburydairymilk.typepad.com/
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