Cadbury 5 Star: Nothingcoin

Cadbury 5 Star, a chocolate company, generated engagement in India by offering users a passive cryptocurrency mining application.

Campaign details

Brand: Cadbury 5 star Brand owner: Mondelēz International Entrant company: MondelēzIdea creation: Ogilvy MumbaiMarket: IndiaSector: ConfectioneryMedia channels: Websites & microsites, Merchandise & free gifts, Outdoor, Out-of-home, Word of mouth, Influencers, KOLs, Events & experiential, Packaging & design, Mobile & apps, Social mediaBudget: 1 - 3 million

Executive summary

5 Star trendjacking leads 250K Gen Zs to collectively experience 4.4m minutes of doing nothing.'

The predicted sweet end of the 2021 fiscal year was turning sour for the legacy chocolate brand Cadbury 5...

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