This Friendship Day, Cadbury Dairy Milk Celebrates Real Friendship
Amplifies Joy of #RealDosti with new limited edition flavors – Cadbury Dairy
Milk Cashew & Coconut and Cadbury Dairy Milk Butterscotch Crunch
MUMBAI – August 04, 2017 – Mondelez India Foods Private Limited, a part of Mondelēz International
(NASDAQ: MDLZ), a leading global snacking powerhouse, recently announced the launch of Cadbury Dairy Milk
Cashew & Coconut and Cadbury Dairy Milk Butterscotch Crunch – two limited edition flavors in its Cadbury Dairy Milk
portfolio, as it celebrates friendship and joy, this August.
Cadbury Dairy Milk, India’s favourite chocolate, enjoys a special place in the hearts of consumers and has a strong association with happiness. In line with this spirit and the joy of giving something special to friends on Friendship Day, Mondelez India has launched these new limited edition flavors to surround friends in the sweetness of real friendship.
Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. The upcoming friendship day in August is a collective and one of the more popular occasions amongst the youth in schools and colleges. We wanted to use this as an opportunity to remind the digital savvy youth that Friendship Day could be a great opportunity to meet their friends in the real world. The thought is to get the youth off social media, and get them to meet, greet and wish friends in person this friendship day. It seemed like the right day to make CDM an intrinsic part of the celebration with friends and actually make it a marker of this occasion.”
The launch of the limited edition Cadbury Dairy Milk will be supported by a 360-degree communication campaign that includes a new TVC, as well as outdoor, print & digital campaigns targeting the brands core target audience i.e. youth.
The new TVC conceptualized by Ogilvy & Mather, Mumbai begins with the scene of a college campus where two friends meet in the morning on friendship’s day. While one of the friends is busy responding to the friendship day messages on her phone, the other friend is immersed in relishing a Cadbury Dairy Milk chocolate that she has been gifted. A moment of realization dawns upon her as she then hands over a Cadbury Dairy Milk to her friend as a gift, urging her to get off that phone and make real connections this Friendship’s Day.
Neville Shah, Executive Creative Director, Ogilvy & Mather, said “The world today is about digital connections. We've lost the pleasures of actual connections. Friendship day seemed like the right day to remind people that while the digital exists, it may be nice to meet your real friends in the real world. And placing Cadbury Dairy Milk at the heart of the story, implying that real friends celebrate together with a CDM.”
Cadbury Dairy Milk would be celebrating Friendship Day at a unique Cadbury Friendship ADDA today (4th Aug) at Sophia College, Mumbai, in association with MTV, a number of engagement activities, musical performances by college bands etc are planned. Popular Indie band The Raghu Dixit Project would be performing at the Adda. With the message of #RealDosti at the centre of the communication, Cadbury Dairy Milk will be taking the message of urging the youth to celebrate Friendship Day through digital innovations of contextual messaging on Youtube and having a Friendship Day filter on Facebook. The message would be amplified across youth touch-points, media elements and social platforms through Live sessions & engaging content.
The new flavors have been made available starting mid-July - and will be available until Friendship Day or until stocks last. Priced at Rs. 45 for Cadbury Dairy Milk Butterscotch Crunch and Cashew & Coconut, these new limited edition flavors are all set to spread joy this Friendship Day because “Iss Friendship Day, Cadbury toh banti hai”!
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking
company in the world, with 2016 net revenues of approximately $26 billion. Creating more
moments of joy in approximately 165 countries, Mondelēz International is a world leader in
biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands
such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident
gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ
100 and Dow Jones Sustainability Index. Visit
www.mondelezinternational.com or follow us
on Twitter at www.twitter.com/MDLZ.
About Mondelez India Foods Private Ltd.
Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) is a part of
Mondelēz International, a world leader in biscuits, chocolate, gum, candy and powdered
beverages. The company in India operates in four categories – chocolate, beverages, biscuits
and candy and is chocolate category leader. Cadbury Dairy Milk, Cadbury Dairy Milk Silk,
Cadbury Celebrations, Cadbury Bournville, Cadbury 5 Star, Cadbury Perk, Cadbury Fuse,
Cadbury Gems are some of the company’s chocolate brands in India. The company’s
beverage portfolio consists of Bournvita and Tang. Cadbury Oreo & Bournvita Biscuit is a part
of its biscuit portfolio and Halls and Choclairs Gold make up its candy portfolio.
Headquartered in Mumbai, Mondelez India Foods Private Limited has sales offices in New Delhi, Mumbai, Kolkata and
Chennai and manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh.