Cadbury: Perk disclaimers

Cadbury Perk, a coated-wafer biscuit (CWB) brand, partnered with Google to co-create India's first custom API to identify trending videos across key genres to encourage sales growth and improve consideration.

Campaign details

Brand: Mondelez India Foods Pvt. Ltd.Agency: WavemakerRegion: APAC

Strategy

Objective

Cadbury Perk is a coated-wafer biscuit (CWB) marketed as light-and-refreshing snack that lightens consumer's mood. Perk launched its new proposition of #TakeItLight which asks users to avoid unnecessary tension and take it light. However, CWB is one of the most cluttered, fiercely-competed segments. Perk had stiff competition from global players like Nestle (Kitkat, Munch) and local players like Priyagold Snakker offering a strong value-for-money proposition.

Brand Affinity scores showed that Perk was high on awareness, users didn't relate to Perk's messaging of Take...

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