Cadbury Perk made 81 million Indian youth re-imagine elections

Perk, a chocolate bar, reached the youth segment in small towns in India by providing humorous content to contrast the seriousness of elections.

The communication goal

The chocolate category in India was growing at double digits and most of its growth was coming from small towns. Mondelez was building its distribution in small towns to lead the growth for the category.

However, this also resulted in local chocolate players entering these markets by creating their own cheaper versions of "Me too" products of established brands.

Perk which had established its foothold in small towns was now facing stiff competition from these local players and was also losing its consumer appeal.

To gain back Perk's momentum we decided to focus on key parameters:

  1. Increase...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands