With the festive season in full bloom all over the country, the time is just right for brands to introduce new products especially in the gifting category. A month ago, Mondelez International launched its premium gifting brand Cadbury Glow in India with the view to capitalize on the occasion, as well as to capture the chocolate gifting market in the country.
As per AC Nielsen data, the total size of the chocolate market in India is estimated at Rs 6,600 crore, and the chocolate gift market is about six per cent of this. Mondelez adds Cadbury Glow to Cadbury Celebrations and Toblerone, its chocolate gifting portfolio to help grow its gifting offerings in the country. The brand plans to launch the chocolate in other global markets too.
The Cadbury Glow chocolate gift boxes come in pack sizes of 16 pieces for Rs 400, 24 pieces for Rs 600 and a limited edition box of 54 pieces at Rs 2000. At the luxury prices for the premium chocolate that is made in Slovakia and imported and repacked in India, Mondelez initiated an interesting proposition too – one can personalize their Cadbury Glow by writing a personal note, sending a song or experiencing fond memories by videos and photos.
The personalization has been enabled through a specially designed website, where you can personalize your Cadbury Glow as well as unlock your personalized gift. From a personalized photo album to a personalized video created with the help of uploaded pictures, one can also choose to send songs from a wide range of available choices. A simple text message called glow note can also be created to add the personal touch.
Mobile numbers of both the sender and the recipient need to be shared for it to work. The site does claim that these numbers will not be used for marketing purposes.
The sender can choose one or both from QR code or an SMS option to notify the recipient of their personalized gift. The receiver can access their personalized gift by scanning the QR code or URL on the back of the Cadbury Glow pack and then enter their mobile number. The SMS option can be scheduled for it to be sent after the recipient gets the Cadbury Glow box.
I was able to select two special songs for my husband and schedule it for later using the SMS option; want to see how this works out!
The website also provides a store locator and an online buy option.
Prior to launching the website, a television commercial was launched exclusively on digital, before being aired on television.
The ad features actors Rajkummar Rao and Aditi Rao Hydari, who are playing a young couple celebrating their anniversary. Both are seated high atop a ferris wheel with a visibly agitated Rajkummar who is miffed with his wife Aditi for having planned this as an idea for their anniversary. She then pulls out a box of the Cadbury Glow and wishes him a happy anniversary, while the chocolate glow is reflected on their faces.
Still a bit miffed, he starts nibbling on one of the pieces without offering her; she then reminds him gently by clearing her throat. As the two are enjoying their chocolate, she hands him her scarf and asks him to wave it. The confused guy waves it, upon which the giant ferris wheel starts moving. Quickly realizing this was part of her plan to make it a special one, the two embrace while a long shot displays a glowing ferris wheel and more lights. A voice over says, ‘Make the moment glow’.
While the TVC was played on digital through Facebook, the brand built awareness through Twitter. Conversations were triggered around the hashtag #MakeTheMomentGlow and #GlowMoment while the TVC was shared through social media. Contests involved the best tweets winning Glow hampers.
Twitter influencers were roped in to spread the buzz amongst their large number of followers, while the website was shared. A very close friend of popular blogger Miss Malini made a personalized video for her and uploaded it on the Cadbury Glow website and tweeted to her. These were quickly shared through social media to create a decent buzz- #MakeTheMomentGlow reached around 1.6 million timelines and #GlowMoment reached around 17 million+ timelines with over 5K tweets.
— MissMalini (@MissMalini) October 8, 2014
— *professor Gujju* (@oye_gujju) October 8, 2014
— Gautam (@gautamverma23) October 8, 2014
Q4 .Tell me about that #GlowMoment of yours that you shared only with your closest friends.
— Sayan Halder (@SayanHalder) October 10, 2014
Q2,My best friend can turn my blues into a #GlowMoment. How does your best friend go about doing the same for you? RT now and answer quickly
— Rumana (@RumanaNazarali) October 10, 2014
Creating Glow moments on social
The Cadbury Glow launch on digital in association with digital agency Madison Media, is well aligned with the premium nature of the brand and well timed around the festive season. The website enabling personalization of the gift further adds to its appeal, making it a precious gifting option only reserved for the special ones in your life. Also, it has managed to create a differentiation amongst chocolate gifting brands including a couple of its own brands like Cadbury Celebrations and Toblerone.
Roping in Twitter influencers ensures the campaign reaches out to the relevant target audience, including opting for a digital first buzz creation this festive season. The brand could further leverage social media reach by investing into building its own presence on social media, going by how the launch campaign shapes up.