Cadbury Silk: How we got people to pay 10 times the price of CDM for CDM

Zaara Ahmad

This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.

Cadbury Silk: How we got people to pay 10 times the price of CDM for CDM

Zaara Ahmad

Campaign details

Brand owner: Mondelez Foods IndiaLead agency: Ogilvy & MatherBrand: Cadbury SilkCountry: IndiaIndustry ConfectioneryChannels used: Internet - display, Internet - general, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Sales promotion, Social media, TelevisionMedia budget: 5 - 10 million

Executive summary

In 2010, Cadbury India was faced with a unique problem. The immensely successful 'meetha' campaign for Cadbury's Dairy Milk (CDM) made the...

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