This is why the owner of the brand shifted the tagline to: "There is a glass and a half in everyone.". It is not a typo. Wendy Knowler, Consumer Journalist. Knowler says the word milk has been.. The 'Glass and a Half' ads look and feel like nothing else on television or social media. Their quiet intimacy is a 180-degree turn from the busy, needy, noisy vibe of most modern advertising. Seeing a Cadbury spot in an ad break full of hammering beats, rapid-fire editing and screaming text is like hearing a folk song at a rave.

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Cadbury's has launched a new brand campaign, developed by VCCP London/Sydney, which shines a light on people with the "Glass and a half spirit" - the people that go over and above for others, the cheerful optimists, the ones that surprise others with small gestures, the people that embody the glass and a half spirit with little acts of kindness that bring people closer together.. There's no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline - There's a glass and a half in every one - showing the human kindness in us all. Finally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk.