🟨 Cadbury: The Best Thing To Do Is Nothing

The cheat code to staying ahead of the game...

Hey there!

Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.

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Cadbury 5Star, a chocolate brand popular in India hopes for a future where AI works, leaving people with more time for themselves.

As technology evolves, AI will do more and more work in the future. This idea led Cadbury 5Star to create the ‘Do Nothing’ campaign. The chocolate brand puts a spin on how people will have more time to chill in their office so the ability to ‘Do Nothing’ will become a must-have skill.

As part of the campaign, Cadbury 5Star launched the Nothing University where people can enrol. It also developed a curriculum on how to be really good at not doing nothing in the future workplace, including interactive video lectures and a diploma.

The brand created a microsite that hosts interactive video sessions. Once registered, you can take courses in modules taught by corporate employees turned comedians, Atul Khatri and Rahul Subramanian. They help you get ready for the future and show how AI might make work easier, with more time to do nothing.

Cadbury 5Star also set up a physical campus for a short duration where people could learn about doing nothing in person. It had workshops, practice labs, and research facilities. And students received a certificate to celebrate completing the course.

The brand leveraged its social media pages to create buzz about Nothing University's curriculum, especially on Instagram where people resonated with it. They also worked with influencers to reach a wider audience.

The campaign is a playful reminder that in a busy world where everyone's always doing something, taking it easy and enjoying the little things can be the best way to relax.

ICYMI: Your Customers Love Feeling Like They Belong

Do Nothing is an example of an Integrated Marketing Campaign. Within 10 days of the launch, the campaign reached about 105 million people and got 40,000 sign-ups for the course. It was also shared a lot on social media and WhatsApp groups.

🍉 Action Points

Be playful and authentic - The 'Do Nothing' campaign stood out because it embraced a playful and authentic tone. In a world saturated with advertising, authenticity can be a breath of fresh air. Find ways to infuse personality and humor into your marketing initiatives.

Understanding the zeitgeist - Cadbury 5Star gets it. They're not just selling chocolate; they're tapping into a cultural shift. By recognizing the increasing role of AI and the need for relaxation, they position themselves as a brand in tune with the times.

Provide value beyond just the product - The creation of Nothing University goes beyond just selling chocolate. It offers tangible value to consumers by providing them with entertaining and educational content. Think about how your brand can provide additional value to your audience beyond your core product or service.

🗂 More Stuff on Integrated Marketing Campaigns

• Amid ongoing hype, some brands are taking a stand against AI.

• Wednesday hates marketing, you are not alone.

• Which CMO are you: a trailblazer or a flame thrower?

• A meme could actually change your life.

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