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Mumbai, July 20, 2007, Cadbury 5 Star, the second largest chocolate brand in the Cadbury portfolio, recently launched a new theme TVC "Kho Jaao" to strengthen the indulgent 5 Star chocolate experience.
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Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 star has re-invented itself over the years to keep satisfying the consumers taste for a high quality and different chocolate eating experience. More recently, in 2006, to give consumers another 5 Star experience, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now also available with a dash of rice crispies
The new TVC which revolves around the theme "Jo Khaye, Kho Jaaye" combines the great taste indulgence of both the variants and enhances credence to the brand proposition of getting lost in the taste of 5 Star.
The distinctive element of the "Kho Jaao" campaign, is the new online community building website that will stimulate real time consumer interaction in an engaging and interactive manner. One gets a taste of this by visiting www.lostin5star.com
Extending the idea of the TVC where the protagonists eat 5 Star and vanish, visitors to the website can upload photographs and details of friends who they want to report missing! It will be delivered to a chosen mailing list of friends in a breaking news alert format!
Elaborating on the digital media mix in the Cadbury 5 Star communication mix, Mr. Sanjay Purohit, Director Marketing - Cadbury India, said, "With the growing popularity of the Internet, especially among the youth, www.lostin5star.com and other new media initiatives will play a significant role in enhancing brand connect with both brand loyalists and curious potential customers."
The 360 marketing campaign, apart from the TVC and brand microsite, will also feature theme based outdoors and fun sampling/ tasting sessions about the "right way to taste a 5 Star".
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Cadbury India Ltd. |
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