Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. Our target audience of twenty something Malay and Chinese consumers, considered gifts as a device to express what a person feels about another. So we showed them how a gift of CDM is the perfect way to add meaning to their words.
We turned a plain bar of chocolate into a bespoke greeting card and invited people to ‘Say it with chocolate’. Due to our small budget, we focused on TESCO supermarkets, a critical customer for Mondelez. In TESCO stores across Malaysia during Hari Raya Aidilfitri, the biggest gifting occasion in Malaysia, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM. The idea helped to change people’s perceptions of CDM as a gift, leading to a substantial lift in sales.