Cadbury Dairy Milk’s new Zingolo film is fantastically well-timed given all the talk in the business community about the takeover bid from Kraft (and talk that Dairy Milk will never be handed over).

It is also another great piece of socially progressive brand communication from Fallon (see their Orange Rock Corps work as well).

Cadbury have known for a while that socially progressive issues matter to people and influence their regard for brands, so they went and bought Green & Blacks in 2005, to bolster the Fairtrade credentials of Cadbury. Now Dairy Milk is made with Fairtrade chocolate (a good thing). Not only that, Cadbury have made a film about it, giving us all here in the UK more understanding of what Fairtrade means and why it’s important (also a good thing).

This Zingolo film is a fine example of where the CSR and marketing agendas converge, all for the greater good.