In May 2014, rumours of porcine DNA being discovered in two Cadbury Dairy Milk product variants sparked anger amongst the Muslim community in Malaysia. Even after the claims were proven false, love for the brand had been tarnished. 

 

Our idea was to give consumers the time and space they needed before they could accept Cadbury back into their lives. So, via a targeted sampling exercise, we proposed to replace the Cadbury Dairy Milk products on the shelves, at selected stores throughout the Klang Valley, with a new one called Andai Anda Sudi Kembali (When You Are Ready). 

 

Designed to resemble the original pack, it contained no chocolate, but was made of a single sheet of paper, folded, origami-style, into an encasement that would fit the missing bar of Cadbury chocolate. 

With a simple pull of the tab, the pack revealed a letter, in the form of a pantun (poem) that invited people to ask for chocolate, but only when they were ready to receive it. 

Using classical Malay poetry, we wanted to reach out to consumers with a message that was emphatic yet absolute; if people were ready to accept the brand back into their lives, they had but to ask and we would deliver it to them. 

 

The poem, in Malay: 

 

Anak punai anak merbah, 

Singgah sebentar di pohon mengkudu,

Kalau hati sudah berubah, 

Sudikah dikau kembali padaku. 

 

An emotional message packaged in a modest design that reflected the brand's humility and understanding, with a call to action for consumers to reconsider the brand, but only when they are ready.