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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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