Campaign details

Brand: Cadbury Dairy Milk Silk
Brand owner: Mondelēz
Lead agency: Ogilvy
Country: India
Industries: Confectionery
Media channels: Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Product placement, Social media, Television, Virtual & augmented reality
Budget: 1 - 3 million

Executive summary

Valentine's Day is an important occasion for the chocolate category, and particularly for Cadbury Dairy Milk Silk (CDM Silk) because of its young target audience. However, brand relevance and preference on the occasion was diminishing owing to the plethora of options available and many categories trying to cash in on the hype.

The Pop Your Heart Out campaign succeeded in reigniting desire for CDM Silk by defining a clear role for the brand. By making the product part of a ritual of celebration, it increased brand significance and desirability for the brand on Valentine's Day. This prevented the brand from slipping into decline on account of losing relevance with its core audience. It also put CDM Silk back on a high-growth trajectory, helping it achieve its best-ever performance on Valentine's Day and gaining the highest share of market since its launch.

Market background and cultural context