Cadbury 5 Star: Ok Google, eat a 5 Star

Cadbury 5Star, a chocolate brand, launched a campaign in India to drive awareness, increase brand love and secure the business whilst avoiding potential loss of business to other brands.

The communication goal

With pandemic resulting in lockdown, economic situation in India was grim. Chocolates, which is considered discretionary spend in India, faced relevance challenge and saw massive drop in sales in between Mar- May'20.

With the economy stabilizing towards H2'20, chocolates category saw a resurgence. All big chocolate brands tried to make the most of this spike in consumer spending by spending massively on media.

With competitive intensity heating up, there was a need to secure Cadbury 5Star's business and avoid potential loss of business to other brands. While 5Star also increased investments to fight off competitive heat, driving...

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