In a creative collaboration with Netflix’s highly anticipated Squid Game 2, Cadbury 5 Star has launched a campaign unlike any other.
Developed by Ogilvy Mumbai, the initiative seamlessly merges the intensity of Squid Game with Cadbury 5 Star’s quirky and laid-back ethos. The result? A nationwide challenge that left everyone amused, surprised, and entertained.
The campaign introduced a contest inviting participants to hunt for Cadbury 5 Star packs featuring Squid Game’s iconic symbols—Circles, Triangles, and Squares. As excitement reached fever pitch, consumers scoured stores across India in pursuit of these seemingly rare packs. The twist, however, lay in the ultimate reveal: every single Cadbury 5 Star pack already featured the symbols.
In true 5 Star fashion, the campaign humorously emphasized that the easiest way to win was to do absolutely nothing—just notice the obvious. This ingenious spin reinforced the brand’s philosophy of “Eat 5 Star, Do Nothing.”
The contest concluded with Megha Madhvan, who perfectly embodied the campaign’s essence. Instead of joining the frantic search, she simply spotted the symbols on a Cadbury 5 Star pack at home, snapped a picture, and sent it via DM to claim the prize of 4.56 million Korean Won. Her effortless win resonated with the campaign’s message: sometimes, doing less is the smartest approach.
Nitin Saini, VP-Marketing, Mondelez India, shared, “Cadbury 5 Star thrives on redefining life’s challenges with humor and irreverence. Partnering with Squid Game, a show known for its intensity, allowed us to craft a campaign that merged two contrasting worlds. Our playful twist demonstrated that in life, success often comes from not taking things too seriously.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “This campaign perfectly aligns with Cadbury 5 Star’s counter-culture stance. Instead of a conventional contest, we flipped the narrative, making simplicity the ultimate challenge. With Squid Game’s immense popularity, this collaboration amplified our reach while staying true to the brand’s unique humor.”
Campaign Highlights
- The Quest: Participants were asked to find special Cadbury 5 Star packs featuring Squid Game symbols.
- The Twist: Every pack already contained the symbols, proving that attention to detail and doing nothing were the real keys to winning.
- The Prize: Megha Madhvan won 4.56 million Korean Won by noticing the obvious and avoiding the chaos.
- The Reach: The campaign utilized digital platforms, social media, and TV to create buzz, with hints and a grand reveal that captivated audiences.
Shekhar Banerjee, Chief Client Officer at Wavemaker India, emphasized the uniqueness of the partnership: “Combining Squid Game’s high-stakes intensity with Cadbury 5 Star’s irreverence allowed us to create a campaign that was both engaging and memorable. The media strategy mirrored the show’s suspenseful narrative, making the collaboration immersive and impactful.”
With Squid Game 2 set to release on December 26, 2024, the campaign heightened anticipation for the series while staying true to Cadbury 5 Star’s ethos of breaking the mold. By encouraging audiences to slow down and observe the obvious, the campaign delivered a refreshing take on contests and celebrated simplicity in the most unexpected way.
This collaboration not only showcased the brand’s creativity but also reinforced its message that sometimes, doing nothing can be the smartest thing to do