Stumbling upon the new Corporate Social Responsibility website from Cadbury it's quite an interesting user experience.
Now there’s not too many way’s you can make “we toe the line” exciting. The Body Shop and Dove have been 2 of a few companies that successfully positioned a prominent consumer brand directly around social advocacy.
The Dear Cadbury website is an interesting way to sell the story in credible fashion, but CSR isn't a badge you can sow on with an interesting little flash concept. It appears to be aimed at schools and socially aware consumers with a “look around and discover for yourself” approach which usually works well on shaping opinions.
You have to walk the walk, and I somehow feel Cadbury have missed the mark with this strategy. There's no fit with the brands persona, there's no emotional connection and it does nothing to engage consumers to take part.