Cadbury 5 Star: Nothing coin – World’s first currency mined by doing nothing!

Cadbury 5 Star, a chocolate brand owned by the FMCG Mondelez Foods India, generated engagement in India by offering users a passive cryptocurrency mining application.

Campaign details

Brand: Cadbury 5 StarAgency: Wavemaker IndiaRegion: APAC

Campaign video

Strategy

Objective

India witnessed the COVID wave in 2021 and business was hit again. Chocolates being a discretionary spend reflected a major downturn in sales which lead to all brands including Cadbury 5Star ploughing high investments to revive. To successfully compete, Cadbury 5Star needed to drive brand awareness with its core consumer - GenZ

Target Audience

Cadbury 5Star's business thrives on Genz consumers between the age of 13-30, male and female, who are extremely active on social media and live busy lives and are...

WARC subscribers can sign in to keep reading

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