Cadbury Perk: Perk disclaimers

Cadbury increased sales of its product Cadbury Perk in India by parodying social media trends and ‘cancel culture’ while advertising its product.

Campaign details

Brand: Cadbury PerkAgency: Wavemaker IndiaRegion: APAC

Campaign video

Strategy

Objective

Cadbury Perk has successfully operated in the 'fun & light' zone & it's positioning of being a light bite has helped the business grow over the years. Perk's source-of-growth has always been at the back of Youth, which drove the light snacking behavior during their time out of the house. They were now confined to their homes, due to the pandemic-induced lockdowns, affecting the business sharply, leading to de-growth in 2020 & the trend continued even in 2021 too. In the second half...

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