As Mondelez India’s most popular candy brand Cadbury Choclairs teams up with the ultimate DC Super Hero – The Batman – step into the streets of Gotham. With the release of the global smashing blockbuster “The Batman,” the alliance provides consumers with an immersive tour to the home of the Caped Crusaders, Gotham City.
Anil Viswanathan, Vice President – Marketing, Mondelez India, commented on the campaign, saying, “Over the years, superhero fandom and comic-culture in India has expanded immensely, and we are happy to bring our consumers closer to their favorite superhero through our bite-sized indulgence.” The collaboration brings together the histories of two great businesses, with a focus on technology. This not only reaffirms our commitment to provide consumers with unique eating experiences but also with creative experiences such as scanning the Choclairs Gold pack.
To explore the bleak city of Gotham, simply grab a pack of Cadbury Choclairs Gold, scan the Bat-shaped QR code on the pack or a QR code inside each candy wrapper, and you’ll be transported to the tumultuous city, that is Gotham, defended by Batman. On the website, customers can virtually visit several well-known destinations. Not only will that, but everyone who takes a virtual journey to the city receive guaranteed prize coupons.
You can also take The Riddler quiz to gain access to exciting surprises such as behind the scenes videos, wallpapers, and Instagram/Facebook filters. If you’re lucky, the limited-edition Batman packs will not only allow you to digitally explore Gotham City, but also give you the chance to win a trip to Warner Bros. World in Abu Dhabi! The Bat-Signal is flashing, and the city of Gotham is on high alert.
Influencer content will drive consumer interaction by pushing people to the interactive microsite, which has been rolled out on digital media through pre-release teasers. The campaign will also be activated on the ground through an in-store presence.
Cadbury has had a history with Batman. As in the 2016 campaign, the company had capitalized on the film ‘Batman Vs Superman’, to boost sales. And once again the alliance with ‘The Dark Knight’ is pump-primed for the same.
Cadbury Choclairs Gold (Rs.200 and Rs.50) and Cadbury Choclairs Gold Coffee (Rs.200) are available in limited-edition packs in India.
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