New Delhi: Mondelez India, which launched premium chocolate brand Fuse in September, has rolled out an integrated campaign to promote the new offering. Positioned as a snack, Fuse is a mix of peanuts, caramel and chocolate cream priced at Rs20 for a 25gm bar and Rs35 for a 45gm bar.
Made by advertising agency Ogilvy & Mather, the humorous television spot (https://www.facebook.com/CadburyFuse/videos/1303442106390127/) features a young yoga instructor taking a class comprising executives. She starts feeling hungry during the class and starts imagining and mimicking the movements of a life-size Cadbury Fuse. The amused class follows her moves. Eventually, she dives to the floor to grab the bar only to discover a real Fuse in her bag.While she indulges in the nutty treat, the astonished class, which has also jumped off their seats, waits for further instructions.
Prashant Peres, director-marketing (chocolate) at Mondelez India, said that the communication is designed to launch Cadbury Fuse as an answer to one’s craving for a “Chocolatey Feast”. “Today, 50% of our population is under 30. People who are always on the go and are constantly looking for a power snack to counter their dull moments. The idea is to showcase how Cadbury Fuse can brighten such moments,” he added.
According to data from research firm Nielsen, Mondelez is the market leader in the chocolate category with over 65% of the approximately Rs7,500 crore market in India. The company plans to use all video formats (both television and digital) to bring live the “Craving for Chocolatey Feast” story of Fuse, whereas static media like Outdoor will bring the ingredient story to the fore.
“To generate consumer trials, the brand will also be supported with large-scale in-store sampling and contextual sampling. Commute is one of the key occasions, when you look to brighten up dull moments and thus we have tied up with key airlines (GoAir and Jet Airways) to sample the product,” Peres said.
Speaking about the creative thought behind the television commercial, Harshad Rajadhyaksha and Kainaz Karmakar, executive creative directors, Ogilvy & Mather, said in a combined statement, “The communication is designed to launch Cadbury Fuse as an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story?”
Fuse competes with Mars International-owned chocolate brand Snickers which costs around Rs35 for a 50gm bar. Positioned as a snack, Snickers advertising in India follows the international brand theme “You’re Not You When You Are Hungry”. It has leveraged Bollywood actors such as Sonam Kapoor (https://www.youtube.com/watch?v=yf39vt0MKug), Rekha and Urmila Matondkar (https://www.youtube.com/watch?v=GLDZ-gAKbqo) in its television campaigns created by advertising agency RK Swamy BBDO.
For Arthi Basak, general manager - strategic planning, FCB Interface, while the idea of the campaign that a chocolate bar full of nuts makes people go nutty seems interesting, the execution lacks drama and energy. “Fuse falls in the category of chocolates that bridge both indulgence and stomach fill. An idea that brings out insights from this space would have made for some clutter breaking advertising like #Breakyoumake (http://breakyoumake.com/) idea of American yogurt brand Chobani. Even an interesting execution that captures the product benefit like Frito-Lay’s snack brand Cheetos’s ‘Dangerously Cheesy’ idea, which helped in creating a distinctive image for the brand would have worked,” she added.
Basak noted that while its competitor Snickers’s advertising (globally and in India) is based on the insight of “hunger makes you a different person” made famous by the Rowan Atkinson ad, the Fuse ad in comparison is based on a product insight and hence lacks the ability to stretch itself beyond the apparent. “It’s early days for the Fuse brand and the idea to take off,” she said.