In the Philippines, where almost one third of children under five are malnourished, the Cadbury has created a chocolate bar without milk, the Generosity Bar, and is donating the glass and a half to children in need.
The Generosity Bar launched at a pop-up store in a popular Manila mall and for every candy bar purchased, Cadbury redirects the forgone milk to malnourished children through its partnership with NGO Reach Out Feed Philippines.
So far 200,000 glasses of milk have been donated to Filipino children.
Other chocolate brands might struggle to form a meaningful partnership with a malnutrition charity, but Cadbury found a way to make this initiative feel natural and relevant. Rather than use its packaging and platform to just draw attention to the Philippines’ child malnutrition problem or encouraging consumers to make donations, Cadbury enabled its customers to donate simply by buying the product: a win-win for Cadbury, the children and the consumers.
Why it’s hot:
CSR has become a hot topic in the advertising world, but doing it right isn’t always easy as many times brands sometimes lack the ability to put others first. This is a great example of a brand wholly dedicating itself to a cause and providing an easy way for its customers to participate and give back by doing something they already do, eat chocolate.
Source: Glass half full – Contagious I/O