Cadbury emphasizes on ‘eat state’ with new 5Star variant

10 Apr,2014

By a correspondent


Cadbury India, part of Mondelez International, has unveiled a new TVC to announce the launch of Cadbury 5Star Chomp. A new entrant under the Cadbury 5Star umbrella, Cadbury 5Star Chomp will offer consumers an irresistible combination of chocolate, caramel and nougat of Cadbury 5Star, along with the crunchiness of peanuts.


Targeted at chocolate-loving enthusiasts across the country, Cadbury 5Star Chomp’s new campaign emphasises on the ‘eat state’ as its core message. The campaign is designed to encourage consumers to enjoy the caramel, chocolate, nougat and peanut bar with inhibited gusto. The TVC seeks to celebrate the manner of consumption of the product and give the consumer a very engrossing eat experience.


Speaking on the launch of Cadbury 5Star Chomp, Siddhartha Mukherjee, Director – Chocolate Category & Media, Cadbury India, said, “As category leaders we see a market making opportunity with Cadbury 5Star Chomp. The product has been developed keeping in mind the evolving consumer palette. Cadbury 5Star Chomp will introduce consumers to a completely new eat experience. Moreover, this launch is an important milestone in the journey of Cadbury 5Star and is expected to widen the brand’s play in the category. We therefore see the launch of Cadbury 5Star Chomp expanding the repertoire of Cadbury 5Star.”


Conceptualized by Ogilvy & Mather, the 42 second commercial is a conversation between a human and a ghost to highlight the heavy engrossing eat. The high-voltage launch rolls out across the country, through a combination of commercials across TV, digital and social media platforms to drive awareness and encourage consumers to bite into the goodness of Cadbury 5Star Chomp.


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