Cadbury: Say It With Silk

Cadbury Silk, a chocolate brand, promoted its brand among love-smitten centennials in India by launching a custom site where consumers could enter a message of love and receive a tailored Spotify playlist.

Campaign details

Brand: Cadbury SilkAgency: Wavemaker India

Strategy

Objective

Silk defines the premium chocolate space in India rooted in unabashed joy of consumption through a rich, indulgent chocolate experience. Given the changing market dynamic, Silk wanted to reassert its leadership position. The marketing goal was to make Silk the most preferred chocolate amongst love-smitten centennials.

Target Audience

The goal was to engage Gen Z, light and new consumers to consider buying Silk.

Creative Strategy

What better means  to express your love than music? Spotify found an apt solution in the form of a digital experience for...

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