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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

When you’re seen as relatively default festival gift, it’s hard to stand out and increase sales. Raya 2022 Cadbury tapped into a cultural tradition and forged a new and distinctive consumption moment. Traditionally, Malaysians gift baked Kuihs at Raya. Whilst there’s pride in saying “baked it myself” most don’t because they believe it takes too much effort. To make baking simpler, we generously turned our packaging into baking sheets and regional recipes incorporating chocolate. And 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