Campaign details
Brand: MondelezContributing Agency: WaveMaker, Ogilvy IndiaEntry Title: Not just a Cadbury adWinning Category: Grand Prix/ The RubyPrimary Objective: Sales Lift
Background/Context/Business Objective
Selling a box of Cadbury celebrations isn't the same as selling Cadbury chocolates.
Unlike impulse, gifting is a limited window business opportunity with no spillover. It thrives on the demand for sweet gifting during seasonal festivities.
Salaving gifting in not so celebratory times
Being a ‘non-essential’, chocolate had hit rock bottom in Q2 lockdown. Cadbury was fighting a herculean recovery task from the -50% decline and looking...