The brand only needed to tweak its logo for a campaign that was ‘zero spending’.
It is said that you should practice what you preach. This is not an easy task. However, if you want to spread the message that do nothing then it will be a difficult task. Stillness is an extremely fine art. You don’t have to be Cadbury 5 Star.
The top chocolate brand has changed its logo to include five stars to pay homage to lazy people who are able to find the best way to accomplish their tasks.
It helps. Because the brand believes that when you rate a product on an app, its logo will be there. Is there a brand recall? Yes. How much money was spent on the campaign? Not much, or zero, if you go by Cadbury 5 Star.
Sukesh Nayak is Ogilvy India’s chief creative officer. He stated in a press release that Cadbury 5 Star believes in the philosophy of ‘Doing nothing. We created a smart hack using #5StarEverywhere to solidify this idea in young minds. This disruptive idea for an app takeover maximizes partnerships because 5 Star’s logo integration seamlessly occurs across all apps that have a rating system.
“In the festive season, when brands bombard consumers with thousands of branded ads, we cleverly re-designed the 5 Star wrapper to mimic the ‘ratings’ section, which is present across most apps, and subliminally turned them into ads for 5 Star.”
Nitin Saini, vice president – of marketing, Mondelez India, added: “With every subsequent Cadbury 5 Star campaign, we have strived to do something out of the box while shining a spotlight on the ‘Do Nothing’ proposition. As a youth-centric brand, all our recent efforts were aimed to resonate with the current generation – from NothingCoin to our Valentine’s Day alibi campaign ‘My Cousin’s Wedding’ campaign.”
“Now with #5StarsEverywhere, the goal is to get consumers to engage with the brand in the most inventive way possible. By simply tweaking our logo, the brand has created waves by investing next to nothing in advertising and still gaining maximum eyeballs across almost every app. Steering away from the quintessential way of promotions, Cadbury 5 Star adds a fresh perspective by relaxing and leveraging the five-star review on the apps to spread the sweet message – ‘Do Nothing’.”
