A huge success from day one, Cadbury Dairy Milk first hit the shelves in 1905. But surprisingly, little money was put into advertising it until 1928.
No one knew quite what to say about it – some ads talked about its ‘rich nutty flavour’ others said ‘rich in cream’. It didn’t matter though – by 1928 it was the biggest selling chocolate product in Britain.
At this point Cadbury ploughed investment into advertising, stressing its high milk content. From 1928 a series of poster campaigns using the iconic ‘glass and a half’ measure of milk established Cadbury Dairy Milk as one of the first truly recognisable brands on the high street. The ‘glass and a half’s simple message of food value combined with enjoyable eating has found its way on to TV ads and wrappers. And it’s still there today – it’s become synonymous with Cadbury Dairy Milk worldwide.