Cadbury Silk: Valentine's Day unforgettable love tips

Cadbury Dairy Milk Silk, a chocolate brand, led Gen Z to a dedicated microsite via QR codes to create memorable experiences that resonate with consumers in India, drive interactions, build brand fame and position Silk as the favoured brand for Gen Z's romantic experiences.

Campaign details

Brand: Mondelez India Foods Pvt. Ltd.Agency: WavemakerRegion: APAC

Strategy

Objective

The campaign's primary objective was to position Silk as the favoured brand for Gen Z's romantic experiences. This was accomplished by creating personalized and captivating content that aligned with their interests in Music, DIY, and Travel, establishing a powerful emotional connection. Leveraging their tech-savvy nature and active presence on social media, we strategically distributed the content across various digital, social, and traditional channels. The campaign focused on increasing trials specifically for the Silk Heart Pop Pack, aiming for a 15% higher sales growth...

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