Cadbury is launching a new global brand platform, which is intended to shine a light on the kindness and generosity in society and facilitate moments of human connection.

The first creative under the new global brand platform is centered on Cadbury Dairy Milk and the campaign kicked off with a new TV advert on Saturday 13 January during The Voice on ITV.

Benazir Barlet-Batada, brand equity lead for Cadbury, said: “In today’s world it’s easy to overlook small moments of authentic human generosity, but actually they are happening all around us. We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day.”

This new £12m campaign will be underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.

Barlet-Batada added: “Cadbury is a treat which has been bringing enjoyment to people for over a hundred years and we want to use this as an opportunity to reconnect with the nation and drive talkability among our biggest fans through this very unique new brand platform.”