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 A
pretty teenager; a long line, and hunger!
Rings a bell? That was how Cadbury launched
its new offering; Cadbury Perk in 1996.
With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking
space that was dominated primarily by
chips & wafers. With a catchy jingle
and tongue in cheek advertising, this
'anytime, anywhere' snack zoomed right
into the hearts of teenagers.
Raageshwari started the trend of advertising
that featured mischievous, bubbly teenagers
getting out of their 'stuck and hungry'
situations by having a Cadbury Perk.
Cadbury Perk became the new mini snack
in town and its proposition "Thodi
si pet pooja" went on to define
its role in the category.
As the years progressed, so did the
messaging, which changed with changes
in the consumers' way of life. To compliment
Cadbury Perk's values, the bubbly and
vivacious Preity Zinta became the new
face of Perk with the 'hunger strike'
commercial in the mid 90's.
In
the new millennium, Cadbury Perk moved
beyond just owning 'hunger' to a "Kabhi
bhi kaise bhi" position, because
the urge for Cadbury Perk could strike
anytime and anywhere.
With the rise of more value-for-money
brands in the wafer chocolate segment,
Cadbury Perk unveiled two new offerings
- Perk XL and XXL.
The temptation to have more of Cadbury
Perk was made even greater with the
launch of Cadbury Perk Minis in 2003
for just Rs. 2/-
In 2004, with an added dose of 'Real
Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible.
The product was supported in the market
with a new look and a new campaign.
The advertisement spoke of the irresistible
aspect of the brand, with 'Baaki sab
Bhoola de' becoming the new mantra for
Cadbury Perk.
Did you know:
Cadbury Perk advertising has been
a launch pad for Bollywood stars - Preity
Zinta, Raageshwari, Gayatri Joshi and
Amrita Rao, were all Perk models before
they made it big on cinema screens.
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