EXECUTIVE SUMMARY
Led an integrated marketing campaign at Cadbury to support the expansion of the brand’s flavoured hard candy portfolio. The initiative introduced Coffee and Caramel variants alongside the legacy Buttermint SKU to strengthen Cadbury’s presence in the joyful candy segment.

The “Like a Child Again” campaign combined Disney cinema partnerships, experiential activations, influencer engagement, and digital lead generation to drive awareness and product trial among urban young adults.

BUSINESS CONTEXT

Cadbury held strong leadership in the hard mint category but underperformed in flavoured hard candy; where the joyful segment was anchored by a single legacy Buttermint SKU.

To compete more effectively against emerging competitors and capture category growth, the brand expanded the range with two new flavours: Coffee and Caramel. The business challenge was to build awareness and drive trial for the expanded candy portfolio while repositioning the category to appeal to younger consumers.

THE INSIGHT

Brand health tracking revealed that urban young adults increasingly perceived candy as a product primarily for children, as many began shifting toward healthier snack options.

Reigniting emotional connection required repositioning candy as a nostalgic, joyful indulgence. This insight inspired the campaign platform “Like a Child Again”, encouraging young adults to reconnect with childhood memories through playful experiences.

STRATEGIC APPROACH

Expanded the candy portfolio with Coffee and Caramel variants alongside the legacy Buttermint SKU
Developed the “Like a Child Again” campaign platform to reposition candy as a nostalgic treat
Secured partnership with Disney to obtain screening rights for classic animated films including The Lion King, Pocahontas, and Snow White
Built a cinema led experiential campaign designed to create immersive brand moments around movie screenings
Deployed digital lead generation, influencer marketing, and radio advertising to drive event registrations and awareness

EXECUTION

Teaser Social Media Engagemnt

Interactive teaser content used to spark curiosity and build early engagement ahead of the campaign announcement and lead generation phase.

Screening Day Countdown Content

Countdown social media content used to build anticipation and drive final registrations ahead of the Disney screening activation

IMPACT

10,000+ leads generated through digital campaign and event registrations
700+ attendees at the first cinema screening activation
Campaign expanded beyond the initial two week plan due to strong consumer response
Experiential program evolved into a recurring annual summer initiative

MY KEY LEADERSHIP TAKEAWAYS

Experiential marketing can reposition traditional categories and reconnect brands with younger consumers
Nostalgia driven storytelling is a powerful tool for building emotional brand engagement

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EXECUTIVE SUMMARYLed an integrated marketing campaign at Cadbury to support the expansion of the brand’s flavoured hard candy portfolio. The initiative introduced Coffee and Caramel variants alongside the legacy Buttermint SKU to strengthen Cadbury’s presence in the joyful candy segment.