Cadbury India, identified a gap in the premium chocolate market.

The opportunity in the premium chocolate segment was identified since the current premium range from Cadbury Dairy Milk Roast Almond and Fruit & Nut was losing out to imported chocolate that offered a much wider variety.

Research revealed a segment of chocolate consumers - those exposed to international chocolates and are active consumers and those who love a 'different chocolate taste' but find the price of international chocolates too high.

Therefore, Cadbury launched "Temptations" in September 2000 and created another category in Indian premium chocolates by cashing in on the demand for international chocolates.

Cadbury Temptations was launched with 5 flavour variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.

The creative challenge was to communicate the international and unparalleled taste of Temptations. The proposition of the communication was that the chocolate was "too good to share". A radical route to take since chocolate has been positioned for 'sharing and caring'. This route is completely the opposite of all other Cadbury communication done in the past.