The communication goal
While various other product categories beyond chocolates were competing for the same mind-space; Cadbury Dairy Milk Silk was thinking of an innovative way to retain the identity they built on romance and love. Achieving strong association was more complex in 2020 owing to strict lockdowns in India. But Silk's target (Gen Zs) still wanted to display grand gestures of love and win the bragging rights that tended to go with it. This is when Silk launched their new brand platform "How Far Will You Go For Love".
The situation analysis
Silk's position as the highest-selling premium chocolate...