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SNACKS & CONFECTIONERY

Mondelez to commemorate Valentine’s Day with new Silk & Oreo offerings
Wednesday, 12 February, 2020, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India, the makers and bakers of some of India’s iconic snacking brands, is all set to take over the season of love with special offerings from two of its most iconic brands, Cadbury Dairy Milk Silk and Oreo.

The former and Valentine's Day have been synonymous to each other for almost a decade, capturing hearts with the Say it with Silk proposition. However, enhancing consumer experience one notch higher, the company will introduce some exciting offering under Oreo Cadbury Dipped and e-commerce, apart from the signature Cadbury Dairy Milk Silk Heart Pop bar.

This year, the brand followed an unconventional path and reinvented the expression of love with the How far will you go for love campaign. A concept was conceived to nudge consumers to try and go beyond the usual and make it special for their partner this Valentine’s Day.  

Commenting on the strategy for this Valentine’s Day, Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “We have received great admiration with the Pop Your Heart campaign over the last two years, and we are thrilled to take it into its third year.”

“As the leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotion with our products,” he added.

Viswanathan said, “These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundle on e-commerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”

Joining the love wagon, this year, Oreo is taking forward its playful ritual to celebrate the spirit of love with Oreo Cadbury Dipped in its refreshed Valentine-inspired avatar to strike a chord with the youth.

This latest offering from the house of Oreo will be a digital-only campaign that will laud the sweet chocolatey and playful crunchy moments in every love story, just like the personality of Oreo Cadbury Dipped.

Speaking on the launch of the new packaging of Oreo Cadbury Dipped, Sudhanshu Nagpal, associate director, marketing (biscuits), Mondelez India, said, “We launched Oreo Cadbury Dipped last year, and it has been a phenomenal success story for us.”

“The key reason it struck a chord with our audience is because consumers loved the fantastic combination of crunchy Oreo and smooth chocolaty Cadbury. This year, we are taking the narrative forward by celebrating this beautiful chocolaty crunchy love story in a fun playful way - through a packaging refresh and digital first IMC,” he added.

“The key insight at the heart of this initiative is that a great love story is always an amalgamation of chocolatey romantic instances and crunchy playful moments. We strongly believe the product and insight will resonate with our consumers to share their Crunchy, Chocolatey Love Story,” Nagpal stated.





Having built and led the occasion of Valentine’s Day through its concerted marketing efforts and gifting innovations, over the years, Mondelez India has also been making strides in the e-commerce space, creating new shopping opportunities through personalisation and gifting platforms.

This year, the online range not only has premium personalised packs, but also offers video personalisation on CadburyGifting.in.

And apart from offering a plethora of gifting choices, the company is further strengthening their connect with the consumers by integrating the concept of fun into the Valentine’s Day shopping experience through a fun gamification on Flipkart.

Also, in an added effort to reach and engage with consumers across multiple platforms, Mondelez India, for the very first time, is activating shopping on Instagram through its official handles.
 
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