CADBURY

BACKGROUND

In the largest brand revamp in over a decade, Cadbury India has transformed its four avatars – roast almond, fruit & nut, crackle and the milk chocolate with more inclusions to enhance its eat experience. Beginning with an interactive website to funny animated commercials and mobile games for each of the new flavours. Additionally, the website keeps you engaged with fun games designed around each of the flavours. Interestingly, the app shows magic tricks if you scan a pack using the app. The gaming zone has kept many customers busy playing and challenging themselves.

Enabled with a Facebook login, the app provides you four games for each of the flavours – ‘Drop catch’ for milk chocolate, ‘Beat the heat’ for Roast almond, ‘Crackly chain’ for Crackle and ‘the Perfect pair’ for Fruit & Nut.

For example: "The Perfect Pair" game flavour. Here, one has to use the canon to shoot fruits to the top of the ‘&’ icon and nuts to the bottom. The right combination earns you 10 points while the wrong makes you lose 10 points :)

While ‘Score’ keeps a track of your score in each of the games, leaderboard featured the high scorers. Using ‘Boosters’ one can increase their score by scanning the pack. A user can play multiple times and submit the score when they want or share it on Facebook or other ways. The game too rewards weekly prizes of the chocolate hampers.

OBJECTIVE

To enhance the Cadbury Brand Experience with the new revolutionary design of Cadbury Dairy Milk, replacing product shots with imaginative, joyful expressions to create stickiness with each of the flavours – ‘Drop catch’ for milk chocolate, ‘Beat the heat’ for Roast almond, ‘Crackly chain’ for Crackle and ‘the Perfect pair’ for Fruit & Nut.