Cadbury Dairy Milk Pakistan: From Joy to Generosity

Sarah Shahid, Muhammad Raza, Zainab Jafri

Chocolate brand Cadbury Dairy Milk launched a social initiative to create awareness of a communication shift and help the malnourished in Pakistan.

Campaign details

Brand: Cadbury Dairy Milk PakistanBrand owner: Mondelez International (Pakistan)Agency: Starcom PakistanMarket: PakistanIndustries: ConfectioneryMedia channels: Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Chocolate brand Cadbury Dairy Milk, building upon its philanthropic heritage, globally shifted its communication from joy to generosity in 2019. However, in Pakistan, as a market leader, over the years the brand had ingrained its association with celebratory and joyful occasions...

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