IIPM Admission Detail
Agency: Contract
Chew, err, hum the chewing gum!!
When Cadbury hiked the prices of Chiclets from l0 paise to 25 paise, it anticipated a decline of 50% in sales volume. Unfortunately, the brand sales dipped by 90%. After such a shocker, the company came out with a smashing commercial, which succesfully steered the company through choppy waters. Says an FMCG analyst, “The campaign was brilliant as it turned around the notion of chewing gum as a product...” The commercial, which showed two boys wooing two girls, bagged the MTV ad of the decade award. Its jingle is still very popular.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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