Re-positioning Cadbury Bournville using Dynamic Digital Clusters

This case study illustrates how Cadbury Bournville, the confectionery company, repositioned its brand in India using social media.

Re-positioning Cadbury Bournville using Dynamic Digital Clusters

Campaign details

Brand owner: Mondelez IndiaAgency: Madison Media – PinnacleBrand: Cadbury BournvilleCountry: India

Executive summary

This case study illustrates how Cadbury Bournville set about the challenge of repositioning its brand in India as 'Not So Sweet', using digital as a key medium. Behaviourial understanding of the target helped develop digital and content strategy that led to much-recognised campaigns like 'Tape a Tweet', 'Not So Sweet Nights' and 'Guilty By Association' with Russell Peters. It was a pure victory for social media, where it drove engagement and...

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