While Cadbury Dairy Milk is a household name, the Cadbury Miniatures gifting bundle was a relatively new entrant to the market. The festive season posed unique challenges:
Competing with deeply ingrained traditions of gifting Indian sweets like laddoos and barfis.
Standing out amidst the noise of competitive branding in cluttered retail spaces.
Establishing itself as a culturally relevant and emotionally resonant choice for expats seeking to recreate the warmth of home during Diwali.
The question was clear: How could Cadbury Miniatures transcend being a chocolate brand to becoming a part of Diwali’s core traditions?
Understanding the Audience: Cadbury researched into the lives of Indian expats, recognising that Diwali is more than a festival—it’s a longing for home, family, and shared moments. This insight formed the foundation of the campaign: “Don’t Just Wish It, Gift It.”
By focusing on themes of togetherness, inclusivity, sharing, and light, Cadbury aimed to create an emotional bridge between loved ones separated by miles. The strategy positioned Cadbury Miniatures not just as chocolates but as a vessel for generosity and connection.
