Mondelez: Not just a Cadbury ad

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Campaign details

Brand: MondelezContributing Agency: WaveMaker, Ogilvy IndiaEntry Title: Not just a Cadbury adWinning Category: Grand Prix/ The RubyPrimary Objective: Sales Lift

Background/Context/Business Objective

Selling a box of Cadbury celebrations isn't the same as selling Cadbury chocolates.

Unlike impulse, gifting is a limited window business opportunity with no spillover. It thrives on the demand for sweet gifting during seasonal festivities.

Salaving gifting in not so celebratory times 

Being a ‘non-essential’, chocolate had hit rock bottom in Q2 lockdown. Cadbury was fighting a herculean recovery task from the -50% decline and looking...

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