Cadbury Gems: Vibrant colours that tempt you to play

Beenu Kurup, Vipasha Bhuptani

Chocolate brand Cadbury Gems used a TV and on-pack promotional strategy built around colours, cricket and festivals, to refresh the brand and halt declining market share.

Campaign details

Brand: Cadbury GemsBrand owner: MondelēzLead agency: OgilvyCountry: IndiaIndustries: ConfectioneryMedia channels: Merchandise & free gifts, Packaging & design, Social media, TelevisionBudget: Over 20 million

Executive summary

Cadbury Gems is a much-loved, iconic brand which brings back childhood memories. These days, youngsters are being lured by premium offerings, freebies and brands that are engaging with them in new ways. Gems had remained the same for the past 45 years, with no new product innovations, low brand engagement and no premium offerings.

This case study tells the turnaround...

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