Mondelez India’s very recently launched brand, Cadbury Chocobakes, has ensured exciting consumer-centric campaigns since its launch. After the much-talked-about ‘Kahan Gayi Cadbury’ campaign, Cadbury Chocobakes Choc-Filled Cookies is back with its latest marketing marvel, which saves Indians from missing a rare celestial spectacle. Just when Solar Eclipse decided to give India a miss on December 4, 2021, which also happens to be a day where the world celebrates their love for cookies (World Cookie Day), Cadbury Chocobakes Choc-Filled Cookies is back to seize the moment with Cookie-clipse. Through a unique AR Filter on Snapchat that gets activated only against the eclipse sky and eclipses the sun with a Cadbury Chocobakes Choc-Filled Cookie, the brand wants its audiences to reach for the skies and enjoy the sweet astronomical phenomenon with the rest of the world.
Sunainika Singh, category head - Biscuits & Bakes, Mondelez India, said, “Cadbury Chocobakes loves celebrating the joy of discovery. The world Cookie Day, coinciding with the Solar Eclipse was a great opportunity for Cadbury Chocobakes center-filled cookies to give a nice surprise to delight our consumers. The Cookie-clipse AR filter is an innovative interaction with our brand that will find a sweet spot with consumers.”
Akshay Seth, Group Creative Director & Chinmay Raut, senior creative director, Ogilvy India, said, “The serendipity of World Cookie Day and Solar Eclipse being on the same day this year, was too good an opportunity to miss out on. Given the brand’s “more than meets the eye” persona and the fact that the eclipse was going to give India a miss, we decided to give everyone the chance to create an eclipse with Cookie-clipse. For if you think of it, a solar eclipse is like having a cookie in the sky.”
Shekhar Banerjee, chief client officer & office head, West, Wavemaker India, said, “While Sun, Moon and Earth were aligned to make this a great idea, our challenge was to create the full eclipse experience in India. We recreated the eclipse with a most commonly used tech of camera filters. We didn’t want to stop there; we also worked with partners to cast the shadow on sun using outdoors, news portals etc., to bring alive the total eclipse.”