Cadbury 5 Star launched a "Do Nothing" campaign in 2019 that encouraged people to relax with their chocolate. However, this campaign received negative feedback for promoting a lazy attitude. In 2022, Cadbury 5 Star's "#5StarsEverywhere" campaign by Ogilvy was extremely successful without spending much on advertising. It simply changed the logo to feature 5 stars, allowing any app featuring stars to advertise the brand. This viral campaign helped 5 Star capture the top market position while appearing everywhere online through other apps and websites featuring stars.

1. Trend Spotting
Submitted To :
Ms. Bhargavee Kumar Iyer
Submitted To :
Himanshu
MSM/23/929
National Institute of Fashion Technology

2. Content
• Center Fresh
• Sprite
• 5 Star

3. Center fresh
The usual way of
celebrating Valentine’s
Day is observed with
gifts like teddy bears,
chocolates, cards, but
the brand is looking to
break the monotony.
This time around, with a
fresh packaging of a
new limited-edition
mono pack with the
smallest QR code to
help youngsters get
their “dil ki baat zubaan
pe” with Center fresh
Love Songs!

4. Center fresh
• Scan the QR code,
• Land on a microsite that’s built-in collaboration with JioSaavn.
• The exciting part – once you input your details (name, mood,
relationship type, music type, language, and voice type), the AI-
recommendation engine creates a hyper-personalized playlist
ready to be shared with your special someone.
• https://www.instagram.com/reel/CoeNE1JIVPD/?utm_source=ig
_web_button_share_sheet

5. Center fresh
• The magic doesn’t stop here, there’s
innovation at its core even on the receiver’s
end. Once the receiver clicks on the link,
they are greeted with the AI audio note
(probably an industry-first), that expresses
the sender’s “dil ki baat zubaan pe” and it
works!
• The brand has also roped in a fresh pairing
of the new “Roshan” – Pashmina Roshan –
with Gen Z heart throb Rohit Saraf in an
adorable film.
• https://youtu.be/DVH_3oVzne4?si=wHq4Gr
h_C6tr57Sk

6. Zero Sugar, 100% Sprite

7. Zero Sugar, 100% Sprite
• Making a big splash in 2023 with its first-ever global marketing.
• Sprite Zero Sugar helps fans stay cool when “heat happens”
with the crisp, lemon-lime refreshment they want and expect
from Sprite, but without the sugar.
• Sprite’s North America team led the development of the
campaign’s creative elements, which markets around the world
will adapt for local use.
• “Sprite Zero Sugar reflects the brand’s commitment to give our
fans the power of choice without sacrificing what’s important to
them,” said A.P. Chaney, Director of Creative Strategy.
• https://youtu.be/F4-2bSxYK6Y

8. Zero Sugar, 100% Sprite
• The launch comes on the heels of Sprite Zero Sugar’s
successful collaboration with Marvel Studios’ Black
Panther: Wakanda Forever.
• The Sprite Zero Sugar campaign ladders up to Sprite’s global
brand platform “Heat Happens”, which invites fans to step back
and enjoy a hit of refreshment with Sprite when faced with
unavoidable, and potentially annoying, moments that are part of
daily life.

9. ‘Infinite Potential and Zero Limits’ in
Celebration of Marvel Studios’ Black
Panther: Wakanda Forever

10. ‘Heat Happens’
Did you surrender to the heat, or keep your
cool?

11. • Think of the last time you had to wait in a seemingly endless
line, lost your Wi-Fi connection during a key scene in your
favourite show, or took a chance on that extra-spicy dish.
• In a world that’s more heated than ever, Sprite is offering a light-
hearted reminder to stay cool in its first-ever global platform
launching this week. “Heat Happens” invites fans to step back
and enjoy a hit of refreshment with Sprite when faced with
unavoidable, and potentially annoying, moments that are part of
the fabric of daily life.
• “Many things create ‘heat’ around us… it’s inevitable,” said
Shrenik Dasani, Global Brand Director, Sprite
‘Heat Happens’

12. Cadbury 5 Star's "Do Nothing"
Ogilvy,
Mumbai collaborated
with the chocolate
brand from Mondelez
India.

13. Cadbury 5 Star's "Do Nothing"
• Cadbury 5 stars has changed its brand tagline to “Do
Nothing” since December 2019.
• https://youtu.be/qAezPhlSbIw
• The do-nothing campaign started in the year 2017 as it moved
on from the famous humorous campaigns from the characters:
Ramesh and Suresh. With the key message “5 Star khao, aur
kho jao” which was a hit. Apart from these, there were other
campaigns that were run by 5 stars but failed to have such an
impact on the crowd.

14. Cadbury 5 Star's "Do Nothing"
• https://youtu.be/WdYDUuvROEU
• However, the campaign gained a lot of bad public ratings and
made a negative impression on social media as well. The
campaign was misinterpreted as the audience took it as
promoting a laid-back attitude among the youth.
• The message seemed not to make it to the expected target
audience. People were not happy with the ad and it faced a lot
of backlash.

15. #5StarsEverywhere by Ogilvy

16. #5StarsEverywhere by Ogilvy
• In 2022, when brands were spending lavishly to enhance their advertisement
strategies, Cadbury 5 star actually did nothing and still captured first place in
the market.
• The most basic thing they did was to change the 5 Star's logo which created
an opportunity to allow every mobile app in the world to advertise for them for
free. Yes, 5 stars are doing nothing to advertise. Consequently, this is why
the #5StarsEverywhere is the most successful campaign in advertising
history.
• 5 stars everywhere received a positive response from the audience. People
loved it and it was a success. The ad went viral and was searched by many. It
was trending in no time.
• https://youtu.be/rwmugizT4KU?si=_yuFNxC8_w_ZLd44

17. #5StarsEverywhere by Ogilvy