Cadbury's Mandolin: Why twin pack?

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Campaign details

Brand: Cadbury's MandolinBrand Owner: Mondelez FoodLead Agency: StarcomContributing Agencies: Tayarah productionCountry: EgyptIndustries: ConfectioneryMedia Channels: Online video, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Cadbury's Mandolin was to launch a new two-bar pack to tap into a new price point in order to evolve the price pack architect (PPA) for Egypt's favourite chocolate. As the economy hit massive inflation and the decline of the 0.5 L.E. price segment, Mandolin's small SKU that was at 0.5 L.E. had to be delisted and focus...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands