Campaign details
Brand: CadburyLead agency: AnghamiRegion: MENA
Objectives
5Star was introduced to the market at the end of 2016 and needed to drive penetration and gain market share.
With limited communication assets at hand, it needed to establish the brand platform in the minds of the target audience and position 5Star as the innovation that answers your mouth's needs.
The creative material was cascaded from global markets and did not connect with the local audience; it therefore needed to engage them creatively, using disruptive executions.
To drive penetration it needed to push for trial, therefore...