In line with the spirit of appreciation, Mondelez International through their brand Cadburys has launched the SAY IT WITH P.S. campaign that will seek to promote the expression of real-life moments and connections amongst friends and loved ones.
The emotive consumer campaign was designed as part of the confectionary companies’ consistent efforts to expand their snacking portfolio as they seek to connect with their consumers at their key touch points as they seek to provide value beyond the revered product portfolio.
As part of the campaign, Cadburys has introduced limited-edition PS chocolates made of layers of wafer smothered in caramel and coated with either milk or caramel chocolate these tie into Mondelez’s overarching goal that is empowering people to snack right.
Speaking at the launch, Cadbury’s Category Brand Manager, Lorna Kamemba expressed her excitement at the new proposition reiterating its relevance to the targeted Gen Z market “We are excited to Introduce this new campaign where our consumers will get the opportunity to express their array of feelings to friends and loved ones through our limited-edition PS chocolates. Our ultimate mission is to lead the future of snacking by offering the right snack at the right moment made the right way.” Said Ms. Kamemba
She added “The element of Self-expression cannot be overstated as an important facet of our human value systems where we express an array of feelings and emotions every day. At Cadburys, we see the need connect to our consumer through unconventional outlets that cater to the individual consumer needs and passion points. We believe as we SAY IT WITH P.S we will give our target Gen Z millennial consumer another opportunity to express their thoughts and feelings in a personal and simple way.”
A consumer led research carried out by PSFK mentioned 46% of the Generation Z valued self-expression and individualism as key elements of their interpersonal interactions evidenced by their online and offline lives and interactions. 71% of sample group also mentioned brands are required to help them achieve their personal goals and interactions. Both are key consumer insight led deliverables that brands like Cadbury’s are imploring in 2020 to further Improve their consumer relationship.
Another research by Euromonitor 2019, showed an estimated current contribution of $300M USD by the confectionary industry in Kenya. The industry was forecasted to experience a 3 percent growth from 6 percent to 9 percent in 2020 therefore heralding an increase investment in the sector in the near future.
The campaign comes barely a six-months following the launch of their Generosity campaign that highlighted and celebrated Kenyans’ acts of kindness in everyday life.