Campaign details
Brand: Cadbury 5StarAgency: Wavemaker IndiaRegion: APAC
Strategy
Objective
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...