Mondelez International's Cadbury has listed broken chocolate bars in solidarity with those affected in Turkey and Syria. The bars are available for purchase on eCommerce platform Lazada and aim to engage online shoppers and encourage them to make donations, all while providing them with a simple means to make a difference.
This is an initiative by Ogilvy Singapore and Mondelez International.
By making broken bars available to shoppers online, Cadbury is providing an additional stream where donations can be collected. Upon checkout, they will not receive a physical bar, but the brand will match-fund the prices paid, and double the total contribution with all proceeds going to The Singapore Red Cross towards the Türkiye-Syria earthquake relief effort.
Starting from March 13 2023, shoppers can check out the broken bars and support the earthquake relief efforts in Türkiye and Syria.
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Nikhil Rao, VP of marketing, Mondelez International said: “With broken bars, we hope that our small acts of generosity add up to something meaningful, and are able to make a difference to those in need.”
Adding on Nicolas Courant, chief creative officer, Ogilvy Singapore, explained that leaning on Cadbury's belief that people are innately generous, the two partnered up to tap into the moment when people seek instant gratification and pleasure – shopping online, and turned it into an opportunity for them to make a small sacrifice and give to those who need generosity the most.
“We would like to thanks Mondelez and Ogilvy Singapore for their support towards our humanitarian response in Türkiye and Syria, to bring hope and help to communities affected by the earthquake,” said Eileen Cher, assistant secretary general (corporate), Singapore Red Cross.
MARKETING-INTERATIVE has reached out for more information.
Meanwhile, globally on Mondelēz International also handed part of its global content production remit to WPP and Publicis Groupe from S4 Capital.
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