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MARKETING

Mondelez rolls out Dairy Milk Lickables, Gems Surprise with Minion toys
Tuesday, 19 March, 2019, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India, the market leader in the chocolate category, has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise, in association with the Minions from the Despicable Me franchise, the highest grossing animated franchise worldwide, and one of the top eight animated films of all time.

Showcasing illustrations of the  Minion characters, the new Cadbury Dairy Milk in Lickables comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.

Commenting on this association, Anil Viswanathan, director, marketing, chocolates, Mondelez India, said, “We are witnessing a great demand for spoonable chocolates, a trend that is catching up swiftly under this segment, wherein the toy is an important category driver.”

“Recognising this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segment products like Cadbury Dairy Milk in Lickables and Cadbury Gems,” he added.

This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences.

Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.

This association will be supported with a new TVC (television commercial) along with digital activations, in-store visibility in modern trade and traditional trade stores.

The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at Rs 40 each and are available in all traditional trade and modern trade retail outlets, as well as e-commerce sites.

The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licencing partner, Black White Orange.
 
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