In a highly competitive market, Cadbury’s 5 Star needed to reconnect with its core consumer base, i.e. millennials. The Objective was to convince the audience that regardless of the new brands in the foray, the nearly 50-year-old 5 Star was still cool. Strategy to achieve this goal entailed targeting of YouTube FanFest 2017. Using brand mascot model, Ramesh and Suresh stole the spotlight and took the stage by storm as they marked their entry under the influence of an extra caramelly 5 Star. The product received 63% unaided awareness and witnessed a 76% rise in brand perception, leading to an 80% purchase intent.
The chocolate that got a festival lost.
August 23, 2017