Cadbury - Gems

Cadbury Gems occupies a very special place in the hearts of kids; present and past. Its unique shape, size, colours and format instantly set it apart. These tasty, colourful, chocolate buttons have become an integral part of the lives of both children and adults.

HISTORY:

Launched in 1968, Cadbury Gems has captured the fancy of children for more than 4 decades now. Supported by a number of popular TVCs since the Eighties, Gems is uniquely positioned because of its chocolate taste, colourful buttons and multiplicity. The taste and fun associated with eating Cadbury Gems and the joy of sharing it with friends has also made the brand a source of nostalgia for older consumers. Simply put, eating Gems brings happiness, fun and mischief to a kid's world. Which is why, Cadbury Gems has always had Fun and Masti as the proposition in all its communication.

Gems, available in a Pouch and a Carton, is also available in a Re. 1 pouch.

Gems has continuously been relevant and exciting for consumers with salient messaging, contemporary packaging graphics, pack innovations and consumer promotions. In December 2000, the Gems Tube Pack with a flip-top was launched, which became an instant hit with kids. In succeeding years, the Tube Pack has continued to excite kids with different ball games on its flip-top.

In 2006, Gems gave kids another reason to rejoice by giving them an option of consuming their favourite Gems chocolate together with a fruit flavour - Fruity Gems was launched and offered fruit flavours along with the taste of Gems.

Till 2007, Gems was largely speaking to younger kids (less than 8 years of age). While Gems became very popular amongst this age group, kids crossing this age seemed to be growing out of it. With the intent of also appealing to older Kids (aged 8-12 years) while being relevant to younger kids, Gems launched Subru communication in 2008. Subru increased the fan following of Gems in older Kids and turned out to be a very successful campaign.

In 2009, with a better understanding of older Kids, Colour was chosen as the magical element to ignite the imagination of kids and increase their affinity with Gems. To bring alive the delight of colours, Gems came up with the concept of a black-and-white panda which, after eating Gems, became a Coloured Panda. The Coloured Panda has now become an icon for Gems.

The world of the Coloured Panda promises unexpected and exciting fun which doesn’t exist in an otherwise routine world. Cadbury Gems is now positioned as ‘RANGEEN PANDA KI RANGEEN PASAND’.

To add to its visual appeal and excitement, Gems has changed its pack graphics to a more modern, contemporary and an edgy design, together with a change in logo graphics.



Recently, Gems has launched another variant called Gems Surprise, which brings together 2 favourites of Kids: Gems and Toys of Ben10. Living upto its name of Surprise, the offering doesn't disclose the nature of toy inside it. Have you got a chance to experience Gems Surprise yet?

With Gems presenting so many exciting avatars, isn't being a kid more fun than ever before?
Did we hear you say - YES?

Do you know?
The colourful world of Cadbury Gems has six colours – Red, Green, Pink, Yellow, Orange and Blue.