A whole generation has relished it and it is still the favourite of millions. Launched in 1969, 5-Star chocolate bar is the second largest brand of Cadbury in India, after Cadbury’s Dairy Milk. Chocolate and foods major Cadbury India is a part of Mondelez International which is the second largest confectionery brand in the world after Wrigley’s. Cadbury was established in 1824 at Birmingham, United Kingdom, by John Cadbury.
Cadbury Dairy Milk, Cadbury Celebrations, Bournville, Perk, Gems and Toblerone are some of the other chocolate brands in Cadbury’s Indian portfolio. It recently acquired stakes in Oreo and Tang in the cookie biscuits and powdered beverage categories respectively.
Over a span of 20 years, 5 Star has been relaunched more than nine times, each time with a unique positioning statement
It rolled-out ‘Ramesh- Suresh’ series, which got people not just talking but cracking their own jokes on the subject
Chiefly made of caramel nougat, 5 Star has evolved to include fruits, nuts and even a dash of rice crispies in its portfolio
5 Star is the second largest brand of Cadbury in India, after Cadbury’s Dairy Milk
BLAZE TO BRILLIANCE
India has one of the fastest growing chocolate markets, including adult consumption where Cadbury has a market share of over 70 per cent.
However, amidst a changing market, 5 Star has faced lot of competition throughout its lifecycle. The competition was not just from similar caramel chocolates but from other wafer based chocolates and even from some of Cadbury’s own products but despite all the hurdles, it continues to lead the market.
Over a span of 20 years, 5 Star has been relaunched more than nine times, each time with a unique positioning statement. Introduced with the tagline ‘Deliciously rich, you would hate to share’, the 1980s saw the brand highlighting its soft and chewy character and so the campaign ‘Lingering taste of togetherness’ came to the fore. However, the brand again was repositioned on the taste platform with various campaigns, most popular being ‘Jo Khaaye, Kho Jaaye’.
ENGAGEMENT THAT ENTHRALS
Apart from its unique taste and packaging, 5 Star is also appreciated for its out-of-the box advertising campaigns. It rolled-out the ‘Ramesh-Suresh’ series, which got people not just talking but cracking their own jokes on the subject. The ad became so popular that it would not be wrong to say that people started waiting for sequels.
Chiefly made of caramel nougat, 5 Star has evolved to include fruits, nuts and even a dash of rice crispies in its portfolio through 5 Star Crunchy and 5 Star Fruit & Nut launched in 2005 and 2008 respectively. Early in February 2014, 5 Star entered the rough-chew chocolate segment in the Indian chocolate market with ‘Cadbury’s 5 Star Chomp’.
Unlike the other variants of 5 Star, Cadbury 5 Star Chomp is a mix of ingredients like the popular caramel and nougat of 5 Star, along with crunchy peanuts.
5 Star exemplifies the benefit of consistent investment in longterm brand building. It has never shied away from experimenting and re-positioning itself. Cadbury 5 Star comes in a classic golden coloured wrapping making it easily identifiable among the muddle of other chocolate bars.