The chocolate brand 5 Star came up with a striking new ad campaign that gave their tagline ‘Do Nothing’ a whole new meaning. They used a simple marketing strategy, of the 5-star rating feature to advertise the iconic chocolate bar.
5 Star is a chocolate bar produced by Cadbury that was launched in the year 1969 and was sold across various regions of the world such as India, Indonesia, Brazil, South Africa and Malaysia. It was initially described as caramel nougat covered with milk chocolate. The bar was packaged in shiny golden wrap decorated with stars.
So, why did they choose the logo “Do Nothing”?
It’s just a cool way of telling people that they need to relax, take a step back, and eat a 5 star, chill, and problems will work themselves out for good.
It is not reflective of a flippant, youthful attitude, but a “Stay Calm and Drink Your Tea” kind of outlook.
The advertisement showcased how 5 Star’s logo (the five stars) creates brand visibility everywhere without them having to put in much effort.
For instance, you see the five-star rating everywhere on mobile apps, delivery services, movies, you name it. Hence, the company needs to spend little for advertising as their logo is there EVERYWHERE!
Ogilvy, an advertising agency in Mumbai, conceptualised the new ad pivoted around the brand's upgraded tagline.
The film opens up to a heap of cash, with a voiceover that says how much brands usually spend on advertising during the festive season.
It then straight away leads to the budget of Cadbury 5 Star, that is an empty glass box that shows ‘Nothing’.
Obviously, you question why 5 Star’s advertising budget is “NOTHING”.
It’s because the world is running an advertising campaign for them for free!
Just think!
A five star for a mobile app rating, a movie review, a successful delivery or a good product.
Sounds like 5 Star’s simplified logo, right?
The brand is now visible everywhere! Ingenious, isn’t it?
The vice president of marketing, Mondelez India shared that with every succeeding Cadbury 5 Star ad campaign they have strived to do something out of the box while putting the focus on ‘Do Nothing’ proposition.
5 Star being a youth-centric brand, the marketer’s efforts were aimed to resonate with the current generation.
By simply tweaking the logo, the brand created waves by investing nothing in advertising and still gaining maximum attention across every app in the world.
Well, that was this creative advertising agency’s take in today’s episode. Stay tuned for more perceptive #BreakingTheAds.
It’s coming up…!