Cadbury 5 star does wonders with their Do Nothing series
Cadbury 5 Star comes up with another brilliant ad campaign that continues to deliver 5 Star’s motto of being ‘effortless’. The brand’s latest #5stareverywhere campaign too runs under the same slogan and follows the same witty tone.
The exciting film starts by joking around the brand’s zero budget for advertising and eventually leads to a clever idea of changing the logo altogether. Using the name ‘5 Star’, the brand then shows how in every place that a rating is involved, the brand crosses the persons mind.
Nitin Saini, vice president - marketing, Mondelez India, said, "With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the ‘Do Nothing’ proposition. As a youth-centric brand, all our recent efforts were aimed to resonate with the current generation – from NothingCoin to our Valentine’s Day alibi campaign ‘My Cousin’s Wedding’ campaign. Now with #5StarsEverywhere, the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing in advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promotions, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message – Do Nothing.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Cadbury 5 Star believes in the philosophy of ‘Doing Nothing’. To solidify this idea in young minds, we conceptualised a smart hack with #5StarEverywhere. This is a disruptive, app takeover idea which maximises partnerships by ensuring that 5 Star’s brand logo integration happens effortlessly across apps which have a rating mechanism. In the festive season when brands bombard consumers with thousands of branded ads, we cleverly re-designed the 5 Star wrapper to mimic the ‘ratings’ section which are present across most apps and subliminally turned them into ads for 5 Star. So now anyone who sees an app rating page will think of Cadbury 5 Star. Yes, you will see a 5 Star everywhere. The list goes across platforms, service categories, languages, and countries. What adds to the fun, thanks to our ingenious idea, is that the brand will achieve to be everywhere and be part of fun conversations by doing nothing beyond the regular media budget.”
The brand continues to deliver chucklesome content and we can’t wait to see what more they have in store!