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Cadbury reveals how the proposal video went viral

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It's been a week since the viral video of Cadbury's failed proposal has been going around, sneakily promoting the new "Not So Sweet" position for its Cadbury Bournville range.Anil Viswanathan, VP, Chocolates Category, Cadbury India told Marketing the entire objective of the amateur shot video angle was to go viral and establish the "Not So Sweet" proposition, without having to sell it.Its recent TVC had laid the foundations of the new proposition "Not So Sweet" for Cadbury Bournville in India and the brand wanted to build on it in the digital space, he added.The idea was to create something, wherein the brand was able to bring out this proposition without having to promote itself out right. With this in mind, Cadbury went about thinking of ways in which it could truly capture the annoyance people feel when others are "saccharine sweet.""Also, we wanted to make something that people would want to share just because it is funny and bizarre," Viswanathan added.To keep up the suspense, the brand avoided releasing the video on its Facebook page and also refrained from putting it up on its YouTube channel."We didn't associate ourselves with the video in anyway. It was released through an online seeder's YouTube channel and was then circulated among our immediate Facebook circles as well as seeded with a few tweets and bloggers," Viswanathan explained.Even now, in the comments on any of the hundreds of links of the video, while some are calling it out as a viral ad others continue to make remarks about the girl, the guy and just generally about proposing in public, he explained.The results?Since the video has been shared by users across multiple YouTube accounts and Facebook pages, it is difficult to provide an accurate number. Conservatively, it should be over 7 to 8 million as of 27 August 2013, said Viswanathan.While the brand did not reveal its sales results, it added that the large number of views is helping in establishing the new proposition of "Not So Sweet".

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