Campaign details
Brand: Cadbury Dairy MilkBrand owner: Mondelēz InternationalLead agency: Ogilvy MalaysiaContributing agencies: Spark Foundry, The Fortuna, Creare, AITINDOMarket: IndonesiaIndustries: ConfectioneryMedia channels: Events & experiential, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million
Executive summary
In 2018, 'brand purpose' was the ANA's* Word of the Year. By the June 2019 Cannes Lions, 'purpose' was riddled with cynicism and accusations of woke-washing. Yet this case proves that, when purpose is authentically rooted in a brand's DNA and activated in a culturally sensitive way, it can...