Mondelez: #NOTJUSTACADBURYAD

Cadbury, a confectionary brand, launched a campaign in India to prevent sales decline and gifting consideration from dropping, enhance physical availability and increase consumer sentiment.

Objectives

1. Diwali sales were estimated to drop in the anticipation of 3rd wave.

  • Objective: Prevent the sales decline.
  • KPI: Deliver at least 90% of pre-pandemic sales.

2. People were averse to spending and didn't feel the need for social celebrations.

  • Objective: Prevent gifting consideration from dropping.
  • KPI: Improve critical brand parameters post-Rakhi shopping cycle.

3. Traditional trade was averse to stocking us.

  • Objective: Enhance physical availability.
  • Retailers were not stocking as much as they should.
  • KPI: Prevent distribution from falling below 10% of 2019 levels.

4. Consumer sentiment was low.

  • Objective: Mental availability. Find a way to engage them....

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