Campaign details

Brand: Cadbury Dairy Milk
Brand owner: Mondelēz
Lead agency: Starcom Pakistan
Contributing agencies: Stimulus – Digital Invasion
Country: Pakistan
Industries: Confectionery
Media channels: Online display, Online video, Social media, Television
Budget: Up to 500k

Executive summary

Cadbury Dairy Milk stands for bringing joy to people at different moments in life and enhancing them. It has been capturing moments of mithaas (sweetness) through its communication Kuch Meetha Hojaye (Let's have something sweet), occupying a special place in its consumers' hearts.

Being the chocolates category leader in Pakistan, the brand's business objective is to drive category penetration and generate trial. But insights revealed that consumers find Cadbury Dairy Milk to be too modern and not relevant. To establish the brand's relevance with its consumers, it was important to create a personal connection with them.