C O V E R S T O R Y
15
Cadbury evangelized and created an in-store promotional campaign to depict and represent the value of the ‘Dry Fruit gift wrapped in chocolate’. On the artistic front, Saatchi & Saatchi X worked on the visual effects and aesthetics in the store to ensure that the visuals clearly conveyed and delivered the basic objective. To enhance the visual cues, standees, stock piles, stadium stands etc were introduced in the store that favourably displayed the spectacular aesthetics and floored the shoppers at the shop floor in the supermarket and at the convenience stores. They created a gifting zone, which was like a shop-inside-a-shop wherein people could come and buy gifts. Cadbury thereby provided shoppers with a great experiential spirit, starting right from the entry to the point/time of purchase to the exit. Apart from the mundane routine, to make a difference, retailers were included in the process and were turned into brand ambassadors. The retailers were provided with wrapping sheets and gift tags, so when a shopper purchases Cadbury Celebrations products from the store the retailer gift wraps them and puts a tag which adds a touch of personalization and customization. Furthermore the brand did a special promotion activity in stores, wherein the shoppers could make their own gift basket. This proved to be a successful motivation for the shoppers to buy as it revealed what all people like to gift and also the whole do-it- yourself exercise with the personalization aspect made the shopper feel special and like a hero. The campaign acquired customers as well as an overwhelming response. Cadbury yet again celebrated Diwali as well as shopper marketing like no one does!
NOVEMBER 2012