Cadbury is bringing an authentic, very purple newsagent’s shop to the heart of Soho for the first time ever. Kitted out with unique Cadbury newspapers, postcards, household items and more importantly, Cadbury Dairy Milk, the shop will be open to fans for four days from 25th-28th January.
The very special Cadbury Glass and a Half shop has one unique requirement, which is that no money will be exchanged. Instead, shoppers will be able to get their hands on a bar of their favourite Cadbury Dairy Milk chocolate in return for a knick-knack, trinket, plastic ring, forgotten keyring or even a button!
This one-of-a-kind newsagent will be stocked with a range of never seen before purple items reminiscent of a traditional corner shop. But the only item for sale across the four days it’s open will be Cadbury Dairy Milk chocolate… and the only payment accepted will be a selection of household knick-knacks or trinkets.
With over 10,000 bars to give away over the four-day period, the shop will be open between 10am and 6pm welcoming chocolate fans from everywhere to come down and enjoy the nation’s favourite chocolate, delicious Cadbury Dairy Milk.
The purple newsagents is opening to bring to life the latest Cadbury TV advert, and celebrate the generosity displayed by the characters that feature in it. The advert tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk.
However, it’s not for her – it’s for her mum’s birthday. As the girl has never been into a shop on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks.
She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the girl is able to leave the shop with her Mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
Once the London Glass and a Half shop has closed, Cadbury will be opening more purple doors to chocolate fans in Birmingham and Sheffield where fans can exchange their own knick-knacks for a bar of delicious Cadbury Dairy Milk. In addition to this, Cadbury is creating a digital activation so no matter where you are in the country you can get your own bar of Cadbury Dairy Milk from our online newsagents in the same way as the real life shop.
Created by VCCP, the Glass and a Half shop and brand new TVC are part of the first campaign under Cadbury’s new global brand platform, which shines a light on the theme of generosity and takes Cadbury back to its roots; a family brand founded on generous principles that enabled moments of real human connection by making chocolate available for everyone to enjoy and share. As part of the new platform Cadbury will be shining a light on genuine acts of kindness and true moments of human connection that are occurring every day.
Source: Little Black Book