The Brief

Cadbury Celebrations is an assortment of fine gift chocolates. During the festive season, alongside the usual boxes of chocolates, the client wanted us to initiate a Corporate Social Responsibility activity which would in his words, ‘directly and tangibly make a difference’ to someone. Cadbury Celebrations is an assortment of fine gift chocolates. We were to promote it more like a friend, rather than a brand. Along the way, we were to cement Cadbury’s reputation as a good corporate citizen beyond the usual consumers.

Creative Execution

Visually impaired children don’t always get to celebrate a festival like others normally would. They also don’t always get a chance to savour delicious chocolates during these festivals. Our special Braille pack not only ensured they got a chance to do so but also made sure that they weren’t left out of the celebration that others were experiencing. A special message of celebration with a box of delicious chocolates from Cadbury – what else could one ask for?

Describe the creative solution to the brief/objective.

The creative solution was producing a special Braille-pack series of Cadbury Celebrations and distributing it to visually impaired children. And our response rates were measured by the number of smiles on the right side of the balance sheet. Therefore, our solution was something that brought visually impaired children in to the mainstream, gave them a direction experience of our product and helped them celebrate Christmas, perhaps their best Christmas yet, with Cadbury.

Results

This special package was not up for sale. The sales cost per response was about 60 Euros. However, after being told of the idea and the cause, the printing company and the calligrapher agreed to give their services and resources for free. The joy apart, the Victoria Memorial School for the Blind also gave us an open invitation to walk in at any festive time of the year. The project also helped enhance Cadbury’s reputation as a good corporate citizen who performed its Christmas act of giving in a quiet and unobtrusive manner. No PR articles were issued around this for example, preserving the integrity of the project.