Fidorka: An impish prank

This case study describes how Mondelez relaunched its Fidorka, a sweet biscuit snack, to 20-45 year-olds as a fun/playful product in the Czech Republic.

Fidorka: An Impish Prank

Agency: Havas Worldwide PragueAdvertiser: Mondelez InternationalBrand: FidorkaCountry: Czech Republic

Objectives

Objectives

1. Stop the declining sales trend and grow sales.

2. Increase value share.

3. Turn long term declining brand awareness and improve overall brand health.

Reintroduce the original positioning of Fidorka, as a playful and fun brand. Inspire consumers to rediscover where the playfulness of Fidorka lay, through reminding them old rituals, spontaneous playfulness, fun and pranks, originally connected to the brand.

Strategy

Communication Strategy

The media mix was based on effective budget reallocation and aimed to entice...

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