Mondelēz Malaysia has launched its Cadbury 5 Star, a new entrant under the Cadbury umbrella in the market.
To market the product, it is running a #YouThinkYouCan challenge. As part of the marketing campaign, three young local personalities – Ho Ming Han (from YouTube channel, the Ming Thing), Ardell Aryana (actress) and Nabil Ifwat (or known as Kyopropaganda) – were brought together on a mission to perform a series of bizarre yet amusing challenges as they experience the rush that every chomp of Cadbury 5 Star ignites.
Dubbed #YouThinkYouCan, the mission depicts the joy and appreciation of occasional free-spirited moments when people start defying their self-restraints and going full on to do what they believe in.
These energetic personalities joined popular talents from the Philippines, including VJ-actor Robi Domingo, actor-singer Alex Diaz and lifestyle blogging sensation Arisse de Santos, to shoot an unscripted video as they attempt the #YouThinkYouCan mission.
Filmed at Sunway Lagoon Beach, they took on a variety of quirky challenges inspired by the Malaysian and Filipino humour – from ‘hula-hooping in a durian suit’ to ‘moon-walking to the front of the class room’ and ‘out-scaring the scary characters in a haunted house’.
Speaking at the launch event, Ben Summons, category director for chocolates in Southeast Asia at Mondelēz International said: “Everyone knows that chocolates make people happy, and Cadbury 5 Star has been developed keeping in mind the evolving taste of the new generation consumers who seem to have inordinate fondness of sweet, gooey and crunchy in a single pack.”
Cadbury 5 Star was first launched in India and exists as consumer favourite for almost 47 years. As a flagship impulse chocolate bar of Cadbury, it also enjoyed similar success with its recent launch in Brazil.