Cadbury 5 Star Crunchy

Market Background:
Cadbury is the market leader in the chocolates category, with Cadbury
5 Star being its second largest brand. Cadbury 5 Star which is unique bar of nougat and caramel enrobed in Cadbury Dairy Milk Chocolate provides one of the most distinctive and involving chocolate eat experiences. However in recent years the Cadbury 5 Star franchise was in decline.

Competition
The brand was under threat from other more offerings in the market.

The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched- which still had the richness of caramel, chewiness of nougat but also contained rice crispies.

The Strategy
The campaign was built around the proposition of an " unexpected surprise" which had a surprise in every bit. This was creatively expressed as " Naya Five Star Crunchy.. Ab har bite main Arrey!"

The campaign targeted at youth was executed in a lighthearted vein built around a boy-girl relationship.

In order to engage youth the campaign was executed acrossTV, radio, internet, outdoor and print media.

The Results
The brand registered double digit growth post the launch