Cadbury 5Star: Valentine’s Day alibi

Cadbury, a confectionary company, increased its product sales and its reach in India by appealing to customers that do not celebrate Valentine’s Day.

Campaign details

Brand: Cadbury 5StarAgency: Wavemaker IndiaRegion: APAC



As soon as the month of February begins, the chocolate category sees a major uplift in sales, however, Cadbury 5Star with its price point is not a gift-worthy product for an occasion that revolves around expressing love, and hence, it sees a major decline in sales during this period. So for a brand that's not popular during an occasion and is known to have a counter-culture approach, our objective was to break the clutter in a witty way and become a brand that talks to...

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