Malaysian Media Awards Winners Showcase





2015 | |

From Jihad to Joy in 24 Hours

Advertiser: Mondelez Malaysia
Brand: Cadbury Dairy Milk
Creative Agency: Carat Media Services (M) Sdn Bhd
Credits: -

The Challenge
‘Jihad’ was declared against Cadbury. Unverified reports from the Ministry of Health (MOH) claimed that 2 variants contained porcine DNA. It was false, but the mistake is already hurting Cadbury. We had to avert an imminent ‘war’.

The Solution – Insight & Idea
Deeply-rooted intelligence from the target’s camp was needed. We found out that the Malay population trust everything that JAKIM and MOH say about Muslim-related affairs, especially those reported in the news. Our strategy was to clear the issue with the media first and make them our voice. By presenting Cadbury’s innocence in the media, we rallied them to pressure JAKIM into releasing an official statement to clear Cadbury’s name. That statement is Cadbury’s saving grace, and it has to reach the most Malays in one day. In all these, only JAKIM and the media should be seen as the working authorities; Cadbury needs to take a backseat. How did we turn ‘Jihad’ into joy within 24 hours?

The Execution
This is the chronology of how we averted ‘war’: 18.11.14, 17:00 hrs JAKIM releases statement. 18.11.14, 18:00 hrs Statement was treated as breaking news across high- reaching primetime news (TV3-BuletinUtama, NTV7-7Edition, 8TV- 8TV Mandarin News, TV-Berita TV9). 19.11.14 – 20.11.14 Cadbury’s Corporate Affairs appeared on wide- reaching Malaysia HariIni and Astro Awani. Cadbury’s commitment to Halal & hygiene standards was carefully stressed. 21.11.14 Onwards Wanita HariIni extended discussion, inviting a religious leader and 2 celebrity mothers. JAKIM issued TV announcements encouraging the public to access the official statement on JAKIM’s website. Overall, media execution was optimised to reach extremely high levels of awareness and exposure of JAKIM’s statement.

The Results
Crisis successfully averted! Cadbury sales went up 50% by December 2014 to pre-crisis levels. Brand consideration almost back to pre-crisis levels (MilwardBrown). Total TV coverage reached approximately 13.6 million Malays.