Cadbury Silk: Secret messages

Cadbury Silk, a chocolate brand, featured a discreet QR code on a limited-edition heart pop Silk pack to increase sales and growth in India compared to Valentine's Day 2021 by encouraging teenagers to discreetly express their love.

Campaign details

Brand: MondelezAgency: WavemakerRegion: APAC

Strategy

Objective

In India, where societal disapproval often leads to concealed teenage romances, Cadbury Silk has taken on the mission of empowering young lovers to openly express their affection while maintaining secrecy from prying eyes. With a strong foundation of love and gifting, the brand is renowned for heartfelt expressions, covering everything from proposals to apologies. Building on the success of the 'Heart Pop Pack,' Cadbury Silk sought to expand this concept for Valentine's Day 2022. Despite fierce competition and the rise of e-commerce, the brand remains a top...

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