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Cadbury
Bake from the Heart

RAN IN: Malaysia

CLIENT
Mondelēz Malaysia

1. Nikhil Rao - VP Marketing SEA - Mondelēz AMEA
2. Nikhil Nicholas - Lead, E&I SEA Chocolates
3. Stacey Biagtan - Brand Manager, E&I SEA Chocolates
4. Keane Teoh - Brand Manager, MYSG

AGENCY
Ogilvy Kuala Lumpur *Lead Agency

1. Nizwani Shahar - CEO
2. Elrid Carvalho - Creative Director
3. Lim Chia Wei - Senior Art Director
4. Sheena Sidhu - Copywriter
5. Liew Jing Han - Art Director
6. Bowie Tiong - Account Director


SUMMARY

Chocolate is often seen as a default gift option competing with multiple alternatives. For Raya 2022, Cadbury increased sales by making our packs both helpful and delicious. Traditionally, Malaysians gift baked Kuihs at Raya. Whilst there’s pride in saying “baked it myself”, many no longer do as they believe it takes too much effort. We reimagined our packaging to make baking simple, by generously turning them into baking sheets with regional recipes with chocolate. In doing so, we made Cadbury Dairy milk a key ingredient of Raya, helping Malaysians bake from the heart.

CASE VIDEO


Audience: Housewives/ Homemakers

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers