Cadbury Dairy Milk: #BreakTheSilence

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Campaign details

Brand: Cadbury Dairy Milk OreoBrand Owner: Mondelez FoodLead Agency: StarcomContributing Agencies: Creation TeamCountry: EgyptIndustries: ConfectioneryMedia Channels: Cinema, Events & experiential, Product samplingBudget: Up to 500k

Executive summary

How can a seat in a cinema start a conversation between strangers? How can you spark conversation in a theatre where everyone is forced to be silent and even whispering is taboo? How is that seat transformed into a touchpoint that celebrates how the best of two worlds coming together has the potential to rock the chocolate...

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