Cadbury Dairy Milk Silk: Silk secret messages

Cadbury Dairy Milk (CDM) Silk ran a QR code-driven out of home campaign for Valentine’s Day 2022 in India to grow sales and revenue against the previous year.

The communication goal

Cadbury Dairy Milk Silk has for over a decade positioned itself as a premium chocolate and has become the second biggest chocolates brand in India. Positioned as an indulgent treat to be enjoyed with your loved one, Silk has been focusing on Valentine's Day as a huge business opportunity and has been activating this occasion for more almost a decade.

With a view to make Valentine's Day 2022 even more special for the young couples, Silk was launching a Heart Pop Blush pack which had a pink heart shaped chocolate that could be popped out of the...

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