Cadbury could’ve just released another chocolate ad.
Instead, they brought back Freddie Mercury.
In their “They Are the Champions” campaign, Cadbury celebrated everyday heroes — teachers, nurses, delivery drivers, volunteers — by giving Queen’s legendary anthem “We Are the Champions” a new twist.
The ad opened with Freddie’s unmistakable voice, echoing through quiet city streets, as ordinary people went about their day.
Then came the message:
“For those who make life a little sweeter.”
It wasn’t loud.
It wasn’t flashy.
It just felt good.
The mix of nostalgia, music, and simple humanity made the campaign explode online.
Millions watched, shared, and commented — not because of chocolate, but because of the feeling it left behind.
💡 Why It Worked
- Emotion over promotion: It didn’t sell chocolate — it celebrated kindness.
- Nostalgia done right: Using a familiar song created instant connection.
- Universal theme: Everyone knows someone who deserves to be called a champion.
Cadbury didn’t need a new slogan.
They just reminded people why their brand has always been about generosity.
And if you run a business? That’s the sweet spot.
You don’t have to shout louder than your competitors.
You just have to say something real — and mean it.
Because people don’t remember your ad.
They remember how it made them feel.
🔑 Takeaway
The best campaigns don’t sell.
They make you feel something worth sharing.