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...