Campaign details
Brand: Mondelez India Foods Pvt. Ltd.Agency: WavemakerRegion: APAC
Strategy
Objective
Cadbury Perk is a coated-wafer biscuit (CWB) marketed as light-and-refreshing snack that lightens consumer's mood. Perk launched its new proposition of #TakeItLight which asks users to avoid unnecessary tension and take it light. However, CWB is one of the most cluttered, fiercely-competed segments. Perk had stiff competition from global players like Nestle (Kitkat, Munch) and local players like Priyagold Snakker offering a strong value-for-money proposition.
Brand Affinity scores showed that Perk was high on awareness, users didn't relate to Perk's messaging of Take...