POP YOUR HEART OUT AND SAY IT WITH SILK
• Cadbury Dairy Milk Silk makes ‘Saying it with Silk’ even more special
through a first of its kind Heart Pop bar
• Introducing a “Cadbury Joy Deliveries AR (Augmented Reality) enabled
Gift Box”, a limited edition pack on eCommerce
INDIA – February 07, 2018 – India’s favorite premium chocolate brand, Cadbury Dairy Milk Silk, recently announced the launch of its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love, this Valentine’s Day. Over the years, Mondelez India has built and led the occasion through its concerted marketing efforts and gifting innovations.
Consumers today are looking beyond products and services, they are looking at experiences that can create memories. This insight resulted in the development of a new offering of the special edition Cadbury Dairy Milk Silk with a heart pop.
Mondelez India has rolled out a new thematic TVC, where the new Heart Pop bar is the hero. The film is about two friends—a boy and a girl at their college hangout. The boy has a bar of the New Cadbury Dairy Milk Silk Heart Pop with him in his bag, but is hesitating to pop the question with it. Every time he goes to pick up the bar from the bag the girl looks in his direction and he loses the courage. Eventually the girl notices the bar in his bag while he's looking away. She picks it up and decides to take the lead. She now proposes to the boy by popping the heart out. To her surprise the boy gives a ‘oh my god’ expression which one usually expects from the girl when proposed.
The TVC is supported by a 360 degree marketing campaign that includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings. In addition to this, Mondelez India this year, has gone a notch ahead to develop a unique gifting innovation, which probably is one-of-its-kind in the industry.
Mondelez India has been making strides in e-commerce, creating new shopping opportunities through personalization and gifting platforms. This year, the company has also designed a gifting innovation using augmented reality (AR) to take the gifting experience a notch up. It has introduced a ‘Cadbury Joy Deliveries AR (Augmented Reality) enabled Gift Box’ and will roll-out a limited edition pack exclusively on eCommerce. The AR enabled Gift box comes with 2 large Silk Limited Edition Valentine Chocolate bars (250 g each). Once a Giftor orders a box to be sent over to the Giftee, the latter can experience the box coming alive with animation and virtual personalized messaging, this which will be powered by a Blippar App.
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.
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.