Cadbury Playpad: Growing one scan at a time

Cadbury increased app installations for its Playpad app in India by building a gaming platform designed for their target audience.

Campaign details

Brand: Cadbury PlaypadAgency: Wavemaker IndiaRegion: APAC

Campaign video

Strategy

Objective

For years, donor category was dominated by one player, Kinder Joy. Which is why Mondelez launched Cadbury Dairy Milk with Lickables; a lick & enjoy liquid dairy milk treat with a twist of Oreos & wheat Crispies that comes with a free toy with each pack. However, the macro environment for donor TG was changing. Thus, making it challenging for Lickables to compete with the category lead.

Our research indicated a trend of kids spending more time in front of screens rather than...

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