Cadbury, owned by Mondelēz International has turned to artificial intelligence to help singles navigate clear of areas where couples descend on the day of love. Sticking to its proposition- #DoNothing the company has introduced a Mush Detector Web App that detects high mush zones thus, helping free birds ‘Do Nothing’ in peace. The mush detector shows heat signatures on smartphones. Red means an excess of mush couples and a sign for single folks to stay away.
It helps the users to find areas Valentine’s Day celebrations are likely to be in full swing and identify quiet areas where they can do nothing in peace, far away from all the chaos, and also the areas where romantic gifts like chocolates are being purchased in large numbers, as well as places like restaurants, cinemas, and public places that are likely to be crowded with couples and will integrate all the data to create a real-time map of mush in any given location.
Besides this, to celebrate this special occasion of love and romance, the brand has built a V-Day Evacuation Zonein Mumbai’s Bandra region. The folks are required to decontaminate themselves from any sort of residual mush before entering the premises of the zone.
Commenting on the same, Suresh Nayak, Chief Creative Officer at Ogilvy said- We are aware of the brand’s philosophy of Do Nothing, and based on this philosophy we asked ourselves what special we should do on this Valentine’s Day, what should be our brand’s thought. And hence we came up with this idea.
If that was enough Cadbury 5 star has planned to team up with big brands like Keventers, Smaash, and Frozen Bottle to create mush-free zones on Valentine’s Day.
On being questioned about weren’t the brands afraid of losing business that day, Suresh Nayak cleared saying- There’s an audience for 5 Star and what it stands for. That’s our way of working and it’s not about losing the audience. We want to give our customers a truly Do Nothing experience.
When questioned about how the same team which works on Cadbury Dairy Milk Silk and 5 Star manages to strike the right balance, CCO at Ogilvy answered- Some brands stand for love, some stand for do nothing. That’s the sign of a brave account and a brave client. Kudos to Mondelēz.
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