How Cadbury Focused on Generosity to Deepen Consumer Connections

The brand purpose strategy is turning around its affinity with customers, the company claims

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It’s been more than three years since the Mondelez-owned chocolatier Cadbury refocused from being a brand that would deliver “joy” to one that could inspire kindness in consumers. That strategy is apparently turning around the fortunes of the company, it says, and is it is one that will continue into next year too.

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