Cadbury Gems Surprise Ball with a collectible Little Singham toy inside. The ball-shaped packaging made the treat feel like a gift, exciting children with each unwrapping.
Background & Challenge:
In 2010, Cadbury (Mondelez India) faced a new challenge in the children’s confectionery market – Ferrero’s Kinder Joy eggs had taken India by storm since 2007 . Kinder Joy proved that combining chocolate with surprise toys could unlock a lucrative premium segment. Cadbury, known for its Dairy Milk and Gems, needed an answer to compete at the same Rs. 30 price point . The opportunity was clear: create a fun, collectible experience around the beloved Cadbury Gems candy to captivate kids and drive impulse purchases, just as Kinder Joy was doing.
Our Innovative Solution:
Pramara Promotions partnered with Cadbury to ideate and create the Gems Surprise Ball, an exciting new product that merged candy and toys. We helped design a golden, ball-shaped package filled with the classic rainbow Gems chocolates, plus a hidden surprise toy inside . This innovative packaging turned a simple treat into a playful experience – a chocolate toy chest that kids couldn’t wait to open. Crucially, we secured licensing deals with popular cartoon franchises to make the toys irresistible. The launch edition featured Ben 10 figurines, leveraging the huge popularity of the Ben 10 cartoon among kids aged 5–16 . Later editions introduced other beloved characters like Chhota Bheem and Little Singham to keep the excitement fresh. Our team managed end-to-end development: from toy design and manufacturing (at our state-of-the-art facility) to ensuring the packaging was safe, attractive, and cost-effective for mass production. The product was branded as Cadbury Gems Surprise – carrying forward Gems’ legacy of colorful fun while adding a new dimension of adventure with each toy .
Marketing & Execution:
Cadbury’s marketing, supported by our promotional expertise, turned the Gems Surprise Ball into a nationwide craze. The product hit shelves in May 2010 with high visibility in supermarkets and mall kiosks, often in dedicated display racks next to checkout counters (just like Kinder Joy) to spur impulse buys . Television commercials and in-store promos leaned into the “Raho Umarless” (“Stay Ageless”) slogan, showing that the joy of toys knows no age. One memorable 2012 ad depicted two grown men eagerly trading Gems Surprise panda toys at a table, humorously illustrating how even adults couldn’t resist the collectibles . This insight – that kids often swap duplicate toys to complete their collections – was used to fuel collectability: Cadbury introduced over a dozen toy designs (e.g. different Ben 10 aliens or panda characters) and even encouraged exchanging and collecting them all . Special edition rewards were offered for those who collected entire sets, such as Ben 10 T-shirts and watches, further spurring repeat purchases . At malls and amusement parks, Gems Surprise Zones let children meet costumed characters (even pandas!), play games, and take photos with life-size Ben 10 statues – all aimed at creating buzz and a memorable experience around the product . The promotional push extended online too: interactive Ben 10 games on kids’ websites and contests kept the engagement high .
Result & Impact:
The Cadbury Gems Surprise Ball became nothing short of a sensation. By ingeniously combining chocolate with toy collectibles, Cadbury tapped into children’s love of surprises and collection. The product sold in the millions and often sold out in many stores shortly after launch (kids would clamor to buy multiple balls hoping to find their favorite figurine). Its success was evident as the campaign continued for years – new toy themes were introduced and Cadbury kept airing fresh ads, indicating sustained demand. The craze went beyond children: as the ads showed, even nostalgic adults joined in the fun of collecting the cute figurines . This viral buzz translated into a significant boost in Cadbury’s market share in the kids’ segment, effectively challenging Kinder Joy on its own turf. For Pramara, this project was a proud triumph in product innovation and execution. We demonstrated how a promotional idea – when done at scale and with creativity – could become a core product for a global brand. Cadbury Gems Surprise Ball remains a beloved case study in India’s marketing circles, remembered for how it went viral across the nation and proved that with the right idea, “boring” candy could transform into an unforgettable adventure.
