Last month, Cadbury 5 Star and Ogilvy Mumbai partnered with Netflix’s Squid Game 2 to launch a unique contest open to everyone in India. The symbols Circles, Triangles and Squares … read moreplay a significant role in the popular Korean show and feature everywhere, from the games to the masks of the guards who run the games. In keeping with that theme, the chocolate brand announced a jackpot on finding the Cadbury 5 Star packs having a Circle, a Triangle and a Square symbol from Squid Game,, but these packs weren’t that easy to find. To make this more entertaining, the distribution scale of the packs was classified, leaving the contest open to everyone in India. Cadbury 5 Star posted hints on their social media handles directing participants to areas with confirmed sightings of the pack with the symbols. The first person to discover and share this unique pack was to be awarded the entire prize money of 4.56 million Korean won. But the finale entailed a big twist. It turned out that contestants who went from shop to shop to find the Cadbury 5 Star missed something right under their nose: Every 5 Star pack already had all the 3 symbols and had them for years. There was no ‘special pack’ to be found, and every Cadbury 5 Star in the country was potentially a ticket to winning 4.56 million Korean Won. One contestant – Megha Madhvan, noticed the symbols on a Cadbury 5 Star lying at home and sent a picture as a DM, managing to win the entire prize money without lifting a finger. For several years, through its “Eat 5 Star, Do Nothing” proposition, the chocolate brand has been promoting the power of doing nothing, and this time they have proved it again through a contest which could only be won by not taking the contest too seriously and by not following the herd.
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