Cadbury Perk's '#PerkDisclaimers' campaign is a quirky take on the cancel culture
The campaign conceptualised by Ogilvy highlights how people today have become overly sensitive and take offense over the smallest things and need to lighten up, reiterating the brand's proposition of 'Take It Light'
Mondelez India’s Cadbury Perk is back with the ‘#PerkDisclaimers’ campaign, which is pertinent to today’s cancel culture. Conceptualised by Ogilvy India, the new campaign highlights how people today have become overly sensitive and take offense over the smallest things and need to lighten up, reiterating the brand’s proposition of ‘Take It Light’.
Bringing the campaign alive is the tongue-in-cheek disclaimers appearing right before popular YouTube videos, as a wacky yet funny play to draw attention to the most trivial things that people may take offense to in today’s times.
Just as disclaimers appear before TV shows, this campaign utilises YouTube pre-roll ad spots in an innovative way, to insert ‘mock disclaimers’ before the most popular videos on the internet. These disclaimers satirise today’s cancel culture by highlighting ‘controversial’ aspects of each popular video, which are anything but controversial – they are inevitably harmless, silly and absurd.
The campaign involves analysing the most trending videos and searches on YouTube every day, creating mock disclaimers specifically for each video, and then using back-end automation to further customise each creative for other similar videos.
In this way, Cadbury Perk is targeting potentially hundreds of the most popular videos on the internet and throwing in a little surprise that urges people to join in and laugh at how touchy we’ve all become lately.
The campaign has kicked off with a launch film.
Anil Viswanathan, Vice-President - Marketing, Mondelez India, said, “With a 25-year-old strong legacy, Cadbury Perk has brought alive the brand’s fun persona with exciting campaigns through the years, and we only want to strengthen that connection. Whether it was the message of ‘Masti’ or ‘Take It Light’, the effort to stay relevant and rooted in the youth culture helped us establish Cadbury Perk as a fun and quirky brand. This year we are taking it a notch higher with the same light-hearted approach to highlight an important issue. ‘Cadbury Perk Disclaimers’ is our attempt at addressing the growing cancel-culture, especially the most trivial things posing as strong triggers - right from someone’s hair or holiday plans. Whether it’s a website or a post on Instagram, this culture has augmented the use of disclaimers, and we aim to parody this trend through offbeat disclaimers calling out the frivolousness of some of these issues. Thus, just like Cadbury Perk, urging everyone to ‘Take It Light’.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “These days we get triggered by anything and everything. Perk has a history of work which has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch. How did we do this? By creating disclaimers for the most trending videos and top video searches and then using back-end automation to further customize them for countless videos. Ensuring things remain light, no matter what.”
Shekhar Banerjee, Chief Client Officer & Head – West, Wavemaker India, said, “Through ‘Perk Disclaimers’ campaign, we intend to create a counterculture to the habit of finding something controversial in the most unexpected of topics. To give the campaign scale, we needed to find content most watched by the youth. Since this could mean massive number of videos, we leveraged the power of AI and automation to create custom ad versions and deployed them against the video which suited it the most. We have created a custom API with Google that would help get a pulse on the most trending videos on YouTube. Custom bumpers would then be created and played before top trending videos on YouTube.”
The campaign will be amplified through relevant digital and social media platforms along with content creators and influencers.
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