Client:

Mondelez // Cadbury Dairy Milk

This campaign was created during the early days of Malaysia easing out of MCO, when many small kuih vendors were still struggling to get back on their feet. Instead of doing a regular product launch, we turned the introduction of Cadbury Pandan Coconut into a way to support these stalls. We placed the new flavour directly at their kiosks, helping to drive attention, traffic and income during a time when they needed it most.

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What made it even more meaningful was how the campaign brought Malaysians together. Through the hashtag #MYCadburyFlavours, we invited people to rediscover and celebrate the flavours they grew up with — and in the process, support the local vendors who kept those traditions alive.​