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Cadbury Halls strengthens brand appeal with a touch of humour

07-March-2008
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Cadbury Halls strengthens brand appeal with a touch of humour

Changing seasons, accompanied by fluctuating temperature, bring on scores of ailments, sore throat being one of the most common. The market is full of over-the-counter throat soothers. To stand out amid the clutter, Cadbury India Ltd has launched a new marketing campaign for its mint brand Halls and has used humour as a differentiating plank.

The new campaign would support an enhanced product offering and strengthen the brand appeal for Halls. The campaign has been created by Contract Advertising and is the brainchild of Executive Creative Director Raj Nair.

The integrated marketing campaign comprises a TV commercial. The brand positions itself with the touch of humour with actor Vinay Pathak of ‘Bheja Fry’ fame communicating the new brand positioning of ‘Cools throat and gives Intense Cooling’.

Commenting on the launch, Sanjay Purohit, Executive Director-Marketing, Cadbury India Ltd, said, “Currently, the mint category is growing at a rapid pace. The enhanced product offering, supported by the advertising campaign, will augment a fresh appeal to brand Halls.”

Halls is available in three flavours – Mentholyptus, Ginger and Orange – with Halls Mentholyptus being the largest contributor to the brand sales. The new Halls offers a superior tasting formulation and the dual benefit of soothing the throat. The product has been redesigned to create a rounded eating experience for consumers.

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