Cadbury 5 Star: Nothing coin – World’s first currency mined by doing nothing!

Cadbury 5 Star, a chocolate brand owned by the FMCG Mondelez Foods India, generated engagement in India by offering users a passive cryptocurrency mining application.

Campaign details

Brand: Cadbury 5 StarAgency: Wavemaker IndiaRegion: APAC

Campaign video

Strategy

Objective

India witnessed the COVID wave in 2021 and business was hit again. Chocolates being a discretionary spend reflected a major downturn in sales which...

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