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MARKETING

Mondelez India unveils Cadbury Dairy Milk Silk in curvy, smooth avatar
Thursday, 07 September, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India Foods Pvt Ltd, a part of Mondelez International, a leading global snacking powerhouse, has launched the curvier, smoother and silkier avatar of India’s favourite premium chocolate brand, Cadbury Dairy Milk Silk.

The all-new Cadbury Dairy Milk Silk is an endeavour to deliver a more abundant and immersive eat experience for consumers.

Cadbury Dairy Milk Silk’s brand renovation will be supported by an extensive integrated marketing campaign, which involves high-impact outdoor, digital activation, modern trade sampling, in-store visibility and a new thematic television commercial (TVC).

The premium offering by the brand has experienced strategic successful innovations over the years, such as India’s first centre-filled chocolate [Cadbury Dairy Milk Silk Caramello (2014)], India’s first aerated chocolate [Cadbury Dairy Milk Silk Bubbly (2015)], and the most recent success [Cadbury Dairy Milk Silk Oreo (2017)], all of which are directed at augmenting the consumer’s indulgence experience.  

Talking about the new Cadbury Dairy Milk Silk, Prashant Peres, director, marketing (chocolates), Mondelez India, said, “We have grown to be the undisputed market leader in the chocolate category in India.”

“Cadbury Dairy Milk Silk has witnessed a great success and has grown to be the biggest brand in the premium chocolate segment since its launch in 2010, and the new renovation will help us capitalise further on the segment,” he added.

“The brand was launched as a superior offering under the legacy brand Cadbury Dairy Milk to cater to Indian consumers craving for smoother, creamier and finer chocolates available internationally,” Peres said.

“Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience,” he added.

“The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess, while retaining the signature Cadbury Dairy Milk Silk taste,” Peres said.

“Premium chocolates are expected to continue seeing a good consumer uptake and will turn out to be the next horizon for the category growth in the years to come,” he added.

The TVC has been conceptualised by Ogilvy and Mather and features how Cadbury Daily Milk Silk feels like a lot more.

The two romantic protagonists in the commercial indulge in the new Cadbury Dairy Milk Silk, while the melodious ballad is sung in the background.

The characters popping out while eating the chocolate, the growing choir chords and the visually-appealing acts depict how the indulgence grows with every bite through the imaginings of the central characters.

Zenobia Pithawalla, executive creative director, Ogilvy and Mather, said, “The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth.”

“We brought alive the product story, Feels like a lot more, through the imagination of our protagonists,” she added.

“As both bite into the chocolate, they feel like they are being serenaded by a whole lot of people. This reiterates that the feeling of more is also more enjoyable,” Pithawalla said.
 
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