How does Cadbury 5 Star stay relevant by promoting 'Do Nothing'?
Would you enroll in a university that teaches you to do nothing?
Yes, that's right!
If AI is mastering every task, there is one thing that only humans need to focus on. It's about doing nothing. In an age where hustle culture is rampant and slowing down is often seen as a setback, doing nothing is not a solution.
Cadbury 5 Star will help you do just that. Cadbury 5 Star is here to get you into the 'university of doing nothing', where you will be taught to do nothing, with witty, humorous and thought-provoking advertising.
The brand aims to welcome AI rather than fear it, in line with its tagline 'Eat 5-Star, Do Nothing'.microsite 5staruniversity.com Host an interactive video session for participants to learn the art of doing nothing. Taught by office workers-turned-comedians Atul Khatri and Rahul Subramanian, this module helps people enjoy doing nothing while preparing for the AI-powered workplace of the future.
![cadbury How is Cadbury 5 Star's 'Do Nothing University' promoting relaxation in the age of AI? cadbury](https://ciente.io/wp-content/uploads/2024/04/cadbury.png)
![cadbury How is Cadbury 5 Star's 'Do Nothing University' promoting relaxation in the age of AI? cadbury](https://ciente.io/wp-content/uploads/2024/04/cadbury.png)
the art of doing nothing
The ad begins with a person browsing through a library bookshelf, squinting in determination to upskill by acquiring the latest hot qualification. However, the TV in front of him was broadcasting the news „AI masters every task!“ Every time I pick up a book, whether it's coding, data analysis, or even underwater basket weaving, my Robot News anchor says with a laugh, „AI has already succeeded!“ Just as despair sets in, a soothing voice cuts through the tension. „Are you overwhelmed by the ever-evolving skill set of our new robot overlords?“ The camera pans to a chocolate bar on a desk, its wrapper saying, „There's one skill an AI will never master. “…” whisper (there’s no point trying to guess which chocolate it is!).
This perfectly follows the introduction of the 5-star Do Nothing University. It will help you forget the stress of keeping up with AI. Here, you can finally master the art of relaxation with quirky courses like Advanced Nap Techniques, The Art of Strategic Cloud Watching, and the ever-popular Professional Daydreaming 101. Unlike traditional universities that burden you with debt, Do Nothing University offers the ultimate perks. Certified Do-Nothing Professional Diploma – Perfect to display on your refrigerator. No one needs a real job anymore.
5 Stars – Marketing Genius
Cadbury 5 Star's Do Nothing University campaign puts humor aside and focuses on marketing objectives in an intelligent and innovative way to promote the brand using the idea of relaxation in a world increasingly dominated by AI. did. This is why it worked:
- Strengthen your brand identity: 5 Star has long been associated with „doing nothing.“ This campaign solidified that image.
- Generate buzz: The quirky concept of a „university that does nothing“ has generated a lot of interest and conversation online. Not to forget, they have also teamed up with internet sensations like Atul Khatri and Rahul Subramanian.
- Attract consumers: People can take online courses and get “certified” without doing anything, creating a fun and interactive experience.
- Take advantage of the latest trends: AI has become essential for brands in various categories around the world, with a few exceptions (in this case, chocolate). In this smart move, 5 Star leveraged AI to effectively promote the brand's tagline by subtly incorporating it into its marketing strategy.
If this sounds like something to you, be sure to register at 5staruniversity.com (apparently, it takes a lot of effort to even click a link these days) and join us for an over session. 300,000 students People who welcome a relaxed future. In a world run by robots, the only skill that really matters is the ability to do nothing.
So get 5 stars, settle down and get ready to become a certified master of doing nothing.