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...