The campaign was made popular last year by an iconic advert featuring a gorilla playing the drums to a Phil Collins song.
Red is set to 'amplify' the sequel to that TV commercial through direct-to-consumer work and a media engagement programme.
The account will be led by Red's head of consumer brands Ed Staples, reporting to Cadbury senior brand manager Emily Richards.
'People have seen the gorilla ad and had their first experience of a "Glass And A Half Full Production",' said Staples. 'Our task is to build on that and develop a campaign of behaviour that surprises the public at street level.'
Last month, Cadbury Schweppes' global corporate comms director, Andraea Dawson-Shepherd, left the confectionery giant, following a comms restructure (PRWeek, 20 January).