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2022 Next Creative Leaders Work - NCL Work

Mondelez - Cadbury Crunchy Dates

Agency Joss Ng'ang'a

Client NCL 2022 | Joss Ng'ang'a


NCL 2022

Annual ID


Project Type

Dentsu Kenya

Client Name

Client URL

My Role in This Project
Concept Development. Lead Writer.

Dating as an introvert is quite the task. The sure way to meet people is by being in social spaces. Most times, I turn to dating apps to connect with new people. However, the swiping and half baked conversations quickly get boring. But in the middle of the pandemic, being single felt quite lonely, and I would turn back to the apps. After several conversations with friends and co-workers, this turned out to be a common reality. Valentine’s was right around the corner, so my team and I started thinking of ways to add layers to the online dating world, in a way that would be exciting for my generation. We pitched Cadbury Crunchy Dates to our client and began to develop the assets. I was the lead writer on the project, working closely with my art director to sell the idea to the client and bring it to life online. We worked with a team of developers to create the gamified microsite and when it went live, our audience almost crashed the site.

Project Description
Cadbury PS is more than a chocolate, it makes it easier for millennials to deepen their connections with the people around them. In 2021, Valentine’s was clouded by a pandemic. With restrictions in place, we saw an opportunity to re-imagine how millennials meet. Cadbury Crunchy Dates is a gamified dating microsite where lovebirds could log in, tell us who and what they like and get matched according to their preferences. Next, they had to play a game that involved crunching the Cadbury PS bars and if they got to the top of the leaderboard, they would land the perfect Valentine’s getaway when the world opened up. When millennials couldn’t meet in real life, we made it a little sweeter for them to get a shot at love and a chance to take back normalcy right from their couches.

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