Campaign details

Brand: Cadbury 5 Star 3D
Brand owner: Mondelēz
Lead agency: Ogilvy
Country: India
Industries: Confectionery
Media channels: Gaming & in-game advertising, Mobile & apps, Online video, Outdoor, out-of-home, Social media, Sponsorship - events, property, Television
Budget: 5 - 10 million

Executive summary

Cadbury 5 Star has been one of India's leading chocolate brands for almost 50 years. A popular brand, it targeted the youth audience through its positioning of a chocolate experience that you get lost in. But with new brands wooing our consumers, the sales graph had started declining in both value and volume.

Without the launch of Cadbury 5 Star 3D, the brand would have fallen by -3.4% in value. Not only did 5 Star 3D reverse the downward sales swing, but it also created value growth of 12%.