Cadbury Dairy Milk: #GoodLuckGirls

Cadbury Dairy Milk, a chocolate product company, generated reach, impressions and engagement in India by recreating a classic advert to celebrate women in sports.

Campaign details

Brand: Cadbury Dairy MilkAgency: Wavemaker IndiaRegion: APAC

Strategy

Objective

India has a strong culture of traditional sweets, which are typically consumed to mark special occasions in ones' lives – new beginnings, payday, etc.. Through years of advertising, Cadbury Dairy Milk (CDM) has successfully placed itself alongside these occasions and managed to build preference for the category.

To unlock the next phase of growth, the brand had shifted gears from being a marker of happiness, to being a maker of happiness - a sweetener of interpersonal relationships.

Leading with the purpose of evoking generosity,...

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