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...