This year for Valentine’s Day, Mondelez India aims to take the ‘How far will you go for love?’ narrative forward by celebrating the beautiful love stories in a fun playful way- through a packaging refresh and digital-first IMC.
Cadbury Dairy Milk Silk and Valentine’s Day have been synonymous with 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 eCommerce, 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 couple of years and we are thrilled to take it into its third year. As 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. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundle on eCommerce 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.
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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 that 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. 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”.
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 eCommerce space, creating new shopping opportunities through personalization and gifting platforms.