Mondelez India continues to build on Valentine’s Day concerted marketing efforts for Cadbury Dairy Milk Silk; this year the brand asks, ‘How Far Will You Go For Love?’ with new campaign.
The campaign by Cadbury Dairy Milk Silk includes a series of short-format videos and bumper ads, narrating six short tales of partners expressing their love in unexpected ways, augmenting build-up for the season of love, with Valentine’s Day around the corner. The core theme for this year is to make expected, unexpected by going far for love.
The ad films have been created particularly for digital natives, with factors such as consumer affinities and interests on social media shaping the narratives, along with several phases of relationships being potrayed, to create resonance for a larger group of people.
Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalized offerings”.
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He adds, “Our recent campaign “How Far Will You go for Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves”.
The campaign also includes the distribution of static creatives on social media. Additionally, the brand has created a Cadbury Silk Heart Pop Alexa skill. Consumers can say ‘Alexa, tell me ways to go far for love’ and get Cadbury Dairy Milk Silk’s recommendations of ideas and gestures.
Through a partnership with Bobble AI, a conversation media platform, the brand has also created some Valentine-themed stickers, GIFs and BigMojis.