Cadbury Dairy Milk Silk unveils new look and launches ‘S for Love’ campaign


Mondelez India recently unveiled the latest look of the much-loved Cadbury Dairy Milk Silk. Since its launch in 2010, the brand has continued to meet the needs of Generation Z with its personalized innovations and elaborate messages. To further strengthen its consumer connection and premium quality, Cadbury Dairy Milk Silk launches its brand new visual identity.

Throughout its decade-long journey around the country, the brand has been synonymous with celebrating young love. The last campaign “S for Love” further strengthens Cadbury Dairy Milk Silk as a facilitator for intimate “us” and “me” moments. The last Cadbury Dairy Milk Silk The visual identity was unveiled through a brand presentation video, with a new differentiating design featuring the bold letter “S” displayed on all Silk variants. The exuberant packaging features vibrant colors to highlight the variants along with tempting visuals that signify high-end indulgence. Along with this, the refreshed mold designs carry an “S” engraving on each cube of the Silk bar, promising a decadent and comforting experience.

Speaking at the launch, Anil Viswanathan, Vice President – Marketing, Mondelez India said, “The next generation of consumers is constantly seeking richer, more innovative and fulfilling experiences that make their everyday moments special. Cadbury Dairy Milk Silk has always been a brand with superior credentials and a favorite among consumers, symbolizing love and heartfelt moments. In line with consumer expectations, we at Mondelez India wanted to upgrade its packaging to match the brand promise while making the brand the ultimate premium indulgence experience in the category. Thus, perfectly embodying the role of Cadbury Silk like the most special chocolate for all special occasions thanks to ‘S for Love’.”

Speaking of activation, Kainaz Karmakar and Harshad Rajadhyaksha, CCO, Ogilvy Indiasaid, “Cadbury Dairy Milk Silk, from its launch over a decade ago, has been such a dear and profound part of the lives of young lovers in our country. This dynamic and joyful brand that connects so well with young loves, has also had to evolve to be in tune with its target group – many who are literally changing faster than many others.

“Towards this end, Cadbury’s The step of spotlighting Silk’s S on its iconic pack excited the Ogilvy team with all the possibilities this rich and vibrant S could symbolize and become a shortcode. The video that brings this meaning to life and interpretations of the S in social interactions, outdoors, etc. with our audience are truly meaningful touchpoints that we all look forward to. We’re also interested in TVC in the next phase of this campaign, which reinforces that ‘S for love’ symbolism,” the company says.

A 360 marketing campaign will showcase the brand identity. The marketing campaign will include a video that captures the philosophy behind the visual identity change, disruptive outdoor activations, partnerships with major online platforms, influencer engagement, TVC and strategic engagement across media channels. social.

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