Campaign details
Brand: Cadbury PerkAgency: Wavemaker IndiaRegion: APAC
Campaign video
Strategy
Objective
Cadbury Perk has successfully operated in the 'fun & light' zone & it's positioning of being a light bite has helped the business grow over the years. Perk's source-of-growth has always been at the back of Youth, which drove the light snacking behavior during their time out of the house. They were now confined to their homes, due to the pandemic-induced lockdowns, affecting the business sharply, leading to de-growth in 2020 & the trend continued even in 2021 too. In the second half...