Cadbury's 'Glass and a Half' Pop-Up Accepts Knick-Knacks for Chocolate
Laura McQuarrie — January 29, 2018 — Marketing
References: cadbury & campaignlive
Although it has been many years since Cadbury removed its famous "glass and a half" slogan from its Dairy Milk bars, the famous phrase can now be seen on a new pop-up shop from the confectionery company.
The Glass and a Half pop-up shop builds off of the premise of the 'Mum's Birthday' Cadbury ad, which shows a young girl purchasing chocolate for her mother with nothing more than a plastic ring and buttons. In the same spirit, chocolate lovers may visit the pop-up confectionery to trade various knick-knacks for a bar of Dairy Milk.
The shop aims to inspire people to carry small acts of kindness forward and at the same time, help people clear up their pockets and junk drawers. To help the message of the pop-up reach to a young audience, Cadbury invited YouTube influencers to film and promote the unique chocolate store.
The Glass and a Half pop-up shop builds off of the premise of the 'Mum's Birthday' Cadbury ad, which shows a young girl purchasing chocolate for her mother with nothing more than a plastic ring and buttons. In the same spirit, chocolate lovers may visit the pop-up confectionery to trade various knick-knacks for a bar of Dairy Milk.
The shop aims to inspire people to carry small acts of kindness forward and at the same time, help people clear up their pockets and junk drawers. To help the message of the pop-up reach to a young audience, Cadbury invited YouTube influencers to film and promote the unique chocolate store.
Trend Themes
1. Bartering Economy - The growing trend of bartering economy provides opportunities for companies to innovate and tap into non-monetary exchanges.
2. Influencer Marketing - The use of YouTube influencers in promoting Cadbury's Glass and a Half pop-up shop highlights the trend of influencer marketing and its effectiveness in reaching younger audiences.
3. Promoting Kindness - The Glass and a Half pop-up shop's aim to inspire people to carry small acts of kindness forward presents opportunities for businesses to incorporate kindness into their marketing and corporate social responsibility strategies.
Industry Implications
1. Confectionery - The Glass and a Half pop-up shop by Cadbury demonstrates how confectionery companies can innovate to create unique customer experiences and promote their products.
2. Retail - The bartering concept of Cadbury's Glass and a Half pop-up shop presents a disruptive innovation opportunity for retailers to tap into the bartering economy and provide alternative payment options for customers.
3. Marketing - The use of YouTube influencers and the promotion of kindness in Cadbury's Glass and a Half pop-up shop provides a new perspective for marketers to approach their campaigns and communicate with their target audiences.
5.9
Score
Popularity
Activity
Freshness
