Cadbury’s holiday campaign hides an emotional twist you won’t expect
Cadbury is putting the spotlight on everyday acts of kindness this Christmas as it features the story of viral personality Eugene Dela Cruz in its new holiday campaign.
The brand is positioning the season as a moment to honor people whose quiet generosity shapes the lives of others.
It also hopes to show that giving is already part of the country’s cultural fabric, where simple gestures often carry deep meaning.
Eugene’s experience is central to the campaign because his journey has become a symbol of how compassion can alter someone’s path. He first gained attention in June 2025 when his story of surviving homelessness at age twelve resonated widely online.
He worked small jobs on the streets and relied on the help of strangers until he was able to rebuild his life.
He later juggled multiple roles from tutoring to dance choreography, which helped him enter Ateneo de Manila University on scholarship. He eventually graduated with honors in economics, crediting the people who offered him support during difficult moments.
The film highlights friends and mentors who encouraged him, including schoolmates who stayed by his side and staff who offered simple words of kindness that became emotional lifelines.
Cadbury says the campaign aims to remind the public that generosity often takes the form of small but sincere gestures.
The company is rolling out limited edition Christmas sleeves for its chocolate bars to encourage people to write personal notes of appreciation for those who make their daily lives lighter.
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