In Argentina Cadbury`s target are women.The problem: Cadbury is considered a Premium brand for occasional consumption that was rather detached from its target consumers.The Objective: Connect women consumers with Cadbury, making them interact with the brand.

Under the concept: A MAN WILL NEVER BE AS GOOD AS A WHOLE CADBURY, we created an original online promotion and we promoted it throughout different media: TV, OUTDOOR, RADIO & INTERNET.The idea:“Tell us why your man will never be as good as a whole bar of Cadbury and win his weight in chocolate.”

The habit of occasional consumption changed to a daily one.

There was a 48% increase in sales.And Cadbury became the favourite chocolate of women.

The answer was immediateMore than 500,000 women participated in the promotion:Sharing with us their anecdotes, rewarding them with little pieces of Cadbury and ranking the best stories.Spontaneous groups on Facebook emerged, plus hundreds of blogs.And finally there was a winner who achieved that which gives the most pleasure to women: A MAN, BUT MADE OF CHOCOLATE.