Campaign details
Brand: Cadbury GemsBrand owner: MondelēzLead agency: OgilvyCountry: IndiaIndustries: ConfectioneryMedia channels: Merchandise & free gifts, Packaging & design, Social media, TelevisionBudget: Over 20 million
Executive summary
Cadbury Gems is a much-loved, iconic brand which brings back childhood memories. These days, youngsters are being lured by premium offerings, freebies and brands that are engaging with them in new ways. Gems had remained the same for the past 45 years, with no new product innovations, low brand engagement and no premium offerings.
This case study tells the turnaround...