Cadbury 5star, a brand known for its counterculture approach, wanted to continue its legacy of breaking the monotony of Valentine’s Day by encouraging the youth of India to escape clichés and do something different.
While Cadbury Silk, 5-Star’s sister brand, is the fastest-selling gift chocolate on Valentine’s day 5-Star lags far behind. We needed to build on 5-Star’s famous tagline, ‘Eat 5-Star. Do Nothing’, and create relevance for the chocolate during Valentine’s week.
We aimed to do this by connecting with GenZ , particularly those who view this day with disdain and often tend to mock the cheesiness of those celebrating Valentine’s Day.
