Campaign details
Brand: Cadbury CelebrationsLead Agency: Wavemaker IndiaRegion: APAC
Strategy
Objective
In the traumatic year of Covid, unlike other food categories, chocolate was considered a 'non-essential'.
Sales nosedived during the Q2 lockdown-the business had collapsed by a depressing -50%.
Consumer sentiment was at its lowest due to a fall in household income, job/pay cuts affecting impulse buys the most.
Diwali (festival of lights) and Rakhi (festival for brother-sister love) are the most celebrated and important events for brand and business. Diwali is especially crucial for Cadbury-Celebrations, given that it accounts for 47% of the annual...