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Cadbury Logo


market share growth


social media impressions


views on YouTube


Cadbury’s Martians were meant to be a personification of the joy the brand brings. But their reception in the market was mixed. Some loved them, others not so much.


People tend to trust other people more than they trust brands. We set out to make the Martians seem more human, and a little more Kenyan.


We gave the Martians a second chance at a first impression by creating social profiles for them on every social media platform.

  • 4% Market share growth
  • 11M+ Social media impressions
  • 7,785+ Views on YouTube
  • 10/10 Relevance score on Facebook

About the campaign

A digital invasion for the Cadbury Martians that gave them a second chance at a first impression with Kenyans. By creating social profiles and relevant, timely content, the Martians went from being trolled on Twitter to “the Martians on Twitter”. We went a step further and used AI to match the Martians’ personalities to regular Kenyans. Flipping the narrative and therefore improving Cadbury’s brand love. 

Isobar Kenya

Solving complex business challenges through digital marketing, ecosystems and products. Isobar is a global digital agency that delivers experience-led transformation that drives digital strength and brand loyalty.

Based in Nairobi, Isobar in Kenya is one of the fastest growing teams in the network. Having delivered work for local clients including P&G, Mondelez, Safaricom, Absa, ICEA, Darling and Masoko. The 40 strong team have also been instrumental in the delivery of the latest global campaign for Malaria No More, in partnership with Dentsu. The team is known for its creative credentials and polished digital craft and have just won agency of the year at the APA Loeries.

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