Along with the new focus, the shape of the bar has also changed.
Cadbury Dairy Milk Silk has taken Shakespeare’s “What’s in a name?” dialogue to heart. The smoother and creamier sibling of Diary Milk chocolate has undergone a makeover of sorts over the last few days.
While the word Silk remains on the bar, the focus is clearly on thee ‘S’, which the chocolate maker describes as, “… a letter which holds the infinity of love,” in an ad that proclaims itself as ‘The New Language of Love’.
The change isn’t just restricted to the name, but even the shape of the milk chocolate bar. “Give in to a new look, a new shape, a whole new language of love,” remarks the ad’s voice-over.
Anil Viswanathan, Vice President - Marketing, Mondelez India said, “The new generation of consumers are constantly on the lookout for richer, innovative and fulfilling experiences that make their everyday moments special. Cadbury Dairy Milk Silk has always been a brand with superior credentials and a favourite 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 indulgent experience in the category. Hence, perfectly embodying the role of Cadbury Silk as the most special chocolate for all special occasions through ‘S for Love’.”
Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “Cadbury Dairy Milk Silk, right from its launch over a decade ago has been such a dear and deep part of the lives of young lovers in our country. This vibrant, happy brand that connects so well with young love, also had to evolve to be in sync with its target group - a lot that literally evolves faster than many others.”
“Towards that end, Cadbury’s step of spotlighting the S of Silk on its iconic pack excited Team Ogilvy with all the possibilities which this rich, dynamic S could symbolize and become a short-code for. The video that brings alive this meaning, and the interpretations of the S in social interactions, outdoor etc. with our audiences make for truly meaningful touchpoints which we all look forward to. We are also keen about the TVC in the next phase of this campaign, which reinforces this symbolism of ‘S for love’.”
Cadbury Dairy Milk Silk first made its presence felt in 2010 and was positioned as a smoother, creamier, and chunkier variant of the regular Dairy Milk chocolate. Over the years, Silk was positioned as the go-to choice for expressing one’s love, especially during Valentine’s Day (February 14).