Cadbury 5 Star: Nothing coin – world's first currency that can be mined by doing nothing!

Cadbury 5 star, a confectionary brand, launched a unique currency, Nothing Coin, that could be mined by doing nothing to show Gen Z that sometimes doing nothing had its own perks to leverage the crypto craze in India.

The communication goal

The carefree image of the youth is a thing of the past. They are working tirelessly towards the future and are under the constant fear of being left behind. . Being online 24X7, doing things that make them 3 of 5. Gen Z needed a break, they had reached a point of cyber fatigue & stress. In a world where society, peers, authorities, tech and even brands, wanted the youth to be continuously active and on the move, Cadbury 5Star asked GenZ to simply...Do Nothing as their brand proposition. Merely asking Gen Z to 'Do Nothing' would...

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