Cadbury Fuse: Due to hunger

Chocolate brand Cadbury Fuse took an integrated approach to increase brand affinity and share and overtake its rival Snickers in India.

Campaign details

Brand: Cadbury FuseBrand owner: MondelēzLead agency: OgilvyCountry: IndiaIndustries: ConfectioneryMedia channels: Gaming & in-game advertising, Outdoor, out-of-home, Social media, Sponsorship - sports, TelevisionBudget: 5 - 10 million

Executive summary

Snickers, Mars Chocolate's rough-chew chocolate bar identified a universal human truth, 'You're not you when you're hungry', and linked this insight to its product truth of being a hunger solution.

Cadbury Fuse was launched in India in October 2016 and it was Cadbury's incursion into the rough-chew space. The aim was to take on Snickers in a...

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