Make your customers feel valued

In India, snacking is a shared occasion with friends & family. Indian consumers find chocolate one of the
interesting items to consume for snacking. Hence, they look for variety in flavors. Cadbury understood
this consumer behavior. Basis this understanding, it launched a nationwide campaign. A campaign called
'Kaun Banayega Hamari Agli Cadbury' (Who'll Make Our Next Cadbury) The aim was to give India its own
Cadbury flavors made by the consumers themselves. Interesting, right? The consumers grabbed the
opportunity to create their own Cadbury flavors & give them a unique name.

https://youtu.be/RrftWVessAw

Cadbury adopted a multi-channel marketing approach. And used FB & Insta to connect with the
consumers. It created short videos showcasing how multiple consumer cohorts went about making their
own version of Cadbury. Out of all, the top 5 shortlisted flavors were then put out for public voting on
the Cadbury website. It was accompanied by content pieces talking about the story behind each of the
inventions.

https://youtu.be/dS9LEUfrnlQ

The result of this campaign?

2 winning flavors

India's first-ever Cadbury flavors made by consumers:

1/ Cadbury Dairy Milk Hint O’Mint by Apoorva Rajan from Bengaluru

2/ Cadbury Dairy Milk Panjeer by Prabhjot Anand from Punjab

And not only this, Cadbury witnessed:

 Over 8,50,000 invention entries

 823 million impressions

 39 million clicks

 17 million fans engaged

Own a word in your prospects' minds
When Cadbury entered India, it realized that India is a land of festivals & traditions. Without tapping into
the festivals & emotions, it was difficult to survive.

Cadbury asked this question to themselves -

"What do Indians gift their loved ones on festivals?"

And the answer was "something sweet!"

That's when the brand decided to make the word 'sweet' synonymous with Cadbury!

The result of which is the slogan: 'Kuch Meetha Ho Jaye'

Meaning when you want something sweet, think Cadbury.

To further bolster the message, Cadbury ran 2 campaigns in parallel:

https://youtu.be/C44vihlOixk
Cadbury kept on repeating its message & successfully established;

Sweet = Cadbury

This is also one of the most successful campaigns that helped Cadbury expand its market - from children
to youth to adults.

To go more aggressive, Cadbury increased its ad budget by 40%. Between 2005-09, the brand doubled
its sales from 22% to 44%.

Today, Cadbury is the market leader in the chocolate confectionery business with a market share of over
70%.