Cadbury Dairy Milk Silk Bubbly: Bubbled up for Joy
Campaign details
Brand owner: Mondelez InternationalLead agency: Ogilvy & Mather, MumbaiBrand: Cadbury Dairy Milk Silk BubblyCountry: IndiaIndustry ConfectioneryMedia: Internet - general, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, TelevisionBudget: 3 - 5 million
Executive summary
When we tested this new chocolate innovation Cadbury wanted to launch, we were shocked by the consumer responses. This is the story of how we convinced consumers to actually pop a piece of ugly looking chocolate by employing the power of perception. Thismade Bubbly, one...