Here’s How Mondelez Is Getting Consumers Excited About Its Latest Chocolate Offering

You know the feeling when you’re craving chocolate and can’t seem to focus on anything else until your gratify yourself? Oglivy & Mather has managed to capture that statement perfectly in an ad executed for Mondelez India’s Cadbury Fuse which was launched in India last September.

Meet The Fuse

Cadbury Fuse was launched in India to compete with Mars and Nestle in the country’s chocolate coated peanut segment.

The chocolate, therefore, is a 70% milk chocolate bar with 30% nuts, peanuts, raisins, cereal and fudge.

The Ad Campaign

To get consumers familiar with Cadbury Fuse, Mondelez India has launched a TVC, designed and conceptualised by Ogilvy & Mather. A yoga teacher gets distracted when thinking about Fuse during a class, leading to humour and chaos.

Commenting on the campaign, Prashant Peres, Marketing Director (Chocolates), Mondelez India, said, “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolaty feast” experience.”