Cadbury Dairy Milk: Drowning hate with hearts

Cadbury Dairy Milk, a chocolate brand, launched a campaign in India to reenergise the brand connection, make the brand relevant and help the audience to face down cyber bullies.

The communication goal

Cadbury Dairy Milk (CDM), a 72-year-old young brand saw a declining brand health among its youth audience while still being the leader of the chocolate category in India. The brand had the risk of alienating its core consumers by seen as a not-for-me brand. We wanted to re energies the brand connection with its core audience and making the brand relevant by becoming a friend and helping them to face down cyber bullies in the channels where the abuses took place. We challenged CDM to live its brand promise of goodness by leading the fight against online...

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