Cadbury Gems – Jurassic World Promo 2025

Overview

Cadbury Gems partnered with the globally popular Jurassic World franchise to launch a campaign designed to excite kids and families. The objective was to boost sales in the impulse and kids’ categories by tapping into the popularity of collectibles, movie tie-ins, and gamified engagement. The campaign focused on driving repeat purchases, collectability, and stronger emotional brand connect through entertainment-led rewards.

Solution

BigCity created a multi-channel promo where every Gems pack carried a unique code. Consumers could enter these codes on a dedicated microsite or via WhatsApp to unlock Jurassic World-themed interactive experiences. These included AR filters, collectible digital cards, and instant-win prizes like movie tickets, gadgets, and toys. To encourage sustained participation, the more codes a user entered, the more rewards they could unlock — turning Gems into both a treat and an adventure.

Impact

The campaign delivered high levels of participation across kids and family audiences, driving repeat purchases and enhancing collectability. By blending fun, technology, and branded entertainment, Gems successfully positioned itself as more than just a chocolate — it became an engaging, interactive experience. The Jurassic World tie-in not only boosted sales during the promo but also elevated long-term brand recall among young consumers.