To show that there’s a glass and a half of goodness in everyone, Ogilvy Singapore invited people to sacrifice the extra milk of their favourite chocolate bar and donate it to malnourished kids.
To do so, they created the Generosity Bar, a Cadbury Dairy Milk chocolate from which they removed the milk. Each time you buy it, a glass of milk is donated to Reach Out Feed Philippines (an NGO that fights against malnutrition).
Ogilvy launched this new variant in a pop-up store at one of the biggest malls of Manilla. On the launch day, the initiative touched the public and influencers to their heart with 164 million media impressions and reaching over 83,000,000 people in a week. So far 200,000 glasses of milk are being donated and Cadbury is committed to reach out to as many Filipino children as possible over the next few years.
Source: Campaign Brief Asia