Case Study: Cadbury “Good Luck Girls” Campaign

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The Cadbury “Good Luck Girls” campaign was a resounding success, achieving its goals of raising awareness about the gender disparity in education while maintaining Cadbury’s brand values of joy and inclusivity. The campaign’s success can be attributed to its powerful storytelling, strategic partnerships, and multi-platform engagement.  Though the Nucleus team was not directly involved, we believe there is immense value in learning from those who are getting it right. Let’s take a look at how they did it.


Cadbury is a well-established and beloved brand in the confectionery industry, known for its high-quality chocolates and a history dating back to the 19th century. Cadbury has consistently focused on creating memorable and emotionally resonant marketing campaigns that connect with consumers on a deep level.


In 2021, Cadbury faced the challenge of launching a campaign that not only promoted their products but also addressed a broader societal issue – the gender disparity in education. The goal was to create a campaign that would raise awareness about this issue while staying true to Cadbury’s brand identity of joy, celebration, and inclusivity.


Cadbury embarked on the “Good Luck Girls” campaign, which was a departure from their typical marketing approach. Here’s how they achieved success:

Empowering Storytelling: Cadbury collaborated with a team of skilled storytellers to create a compelling narrative centred around the lives of two young girls, Priya and Jyoti, from a rural village in India. The campaign focused on their determination to receive an education despite facing various obstacles.

Educational Partnership: Cadbury partnered with a prominent nonprofit organisation dedicated to improving girls’ access to education in rural areas. This partnership lent credibility to the campaign and demonstrated Cadbury’s commitment to addressing the issue at its core.

Multi-Platform Engagement: The campaign was launched across various platforms, including television, social media, and print media. Short films and documentaries were created to tell Priya and Jyoti’s story, evoking strong emotional responses from the audience.

Empowering Hashtag: Cadbury introduced the hashtag #GoodLuckGirls, encouraging people to share stories of resilience and support for girls’ education. The hashtag went viral, leading to a significant increase in user-generated content and social media engagement.

Corporate Social Responsibility (CSR): As part of the campaign, Cadbury pledged a portion of their profits to support girls’ education initiatives. This not only showcased their commitment to the cause but also encouraged consumers to contribute indirectly through their purchases.


This campaign is likely to have a lasting impact on the marketing industry by demonstrating that brands can successfully tackle social issues while promoting their products. It sets a precedent for brands to take a more active role in addressing societal challenges, aligning their marketing efforts with broader social causes. The Cadbury “Good Luck Girls” campaign not only raised awareness but also actively contributed to positive change, showing that businesses can be a force for good in the world. As consumers increasingly demand socially responsible and purpose-driven brands, this campaign is a testament to the potential for marketing to drive meaningful change and foster a deeper connection between brands and their customers.

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