Campaign details
Brand: Cadbury Dairy Milk SilkBrand owner: MondelēzLead agency: OgilvyCountry: IndiaIndustries: ConfectioneryMedia channels: Packaging & design, Product placement, Social media, Television, Virtual & augmented reality, Word of mouth, influencersBudget: 10 - 20 million
Executive summary
Once a novelty, just four years after its launch chocolate brand Cadbury Dairy Milk Silk (CDM Silk) became nothing more than ordinary. Chocolate being an impulse-driven category, the brand was being challenged by new launches and innovations that offered excitement in terms of flavours and formats. The other challenge came from...