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...

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