Mondelez Indonesia has a new Ungkapan Hati or “Expression from the Heart” campaign for its Cadbury chocolate. The campaign aims to encourage consumers to show their care and love to their loved ones through words. A survey by Cadbury and Rumah Konsultasi Psikologi TigaGenerasi has found 63% of couples find it hard to express their love and 45% choose not to disclose their deeper feelings to their loved ones.
With this campaign for Valentine’s Day, Cadbury hopes to bridge the gap and encourage couples to show their affection.
We have seen quite a number of brands in Indonesia launching campaigns to encourage communication. Examples include tea brand Sari Wangi with its MariBicara or Let’s talk focusing on the family and the Kecap ABC ‘Real Husbands Cook’ campaign to encourage men to cook with their wives.