Mumbai: Chocolate major Mondelez India has added another product under its premium chocolate segment, Cadbury Dairy Milk Silk Bubbly Bubblegum. As the name suggests, this new entrant from the house of Cadbury Dairy Milk Silk combines bubblegum flavoured pink chocolate with the outer layer of Silk in its patented ‘Bubbly’ shape.
The launch is supported by a 360-degree integrated marketing communication campaign titled #BubbledUpWithFun, which includes a TVC and digital film crafted by Ogilvy India that keeps the fun quotient alive.
“The idea came from the product,” Ogilvy India senior executive creative director Neville Shah said, talking about the brand film. “The pink retro bubblegum world was something we instantly turned to. A love story from the 80s. Music from the 80s. The taste from the 80s. All of which is still so relevant. We even took the 80s to the Silk track. The fun, the pop, and the sweetness of a love story - perfectly created this world.”
The brand also collaborated with gen-Z celebrity Sara Ali Khan and other social media influencers to create fun Instagram Reels to further bring alive the campaign proposition of #BubbledUpWithFun. This was coupled with impactful in-store visibility and outdoor activation.
“As a brand constantly mapping evolving preferences, the introduction of the Silk Bubby Bubblegum reiterates our commitment towards creating unique eat experiences in sync with emerging needs," stated Mondelez India vice president - marketing Anil Viswanathan. "This innovation takes the playfulness of the Cadbury Dairy Milk Silk Bubbly, a notch higher, helping us redefine the chocolate category and provide another indulgent and relishing avatar of the silky, smooth Cadbury Dairy Milk Silk.”