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Tag: Cadbury Dairy Milk

  • Cadbury Dairy Milk repackages, again

    Cadbury Dairy Milk repackages, again

    MUMBAI: Reinvention is the new mantra for brands to survive in the competitive world. And some brands don’t hesitate in going under the knife over and over again to keep the buzz alive in the market.

     

    In November last year, Cadbury Dairy Milk introduced an all-new modern and playful packaging for its variants (Milk Chocolate, Fruit and Nut, Crackle and Roast Almond).  The shift to the new design has already been implemented across the globe and the new packaging has already been introduced in several countries including the UK and Australia.

     

    The new ‘say what you see’ packaging design has been developed by the global Cadbury Dairy Milk team in partnership with design agency Pearlfisher. The packing revamp is the 21st re-design for the brand’s 108 year history.

     

    Speaking on the new packaging and recipe change, Cadbury India chocolate category & media director Siddhartha Mukherjee says, “At Cadbury we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five years ago, making it the right time to introduce the new global and joyful packaging in India. Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs.”

     

    Brighter colours

     

    As per the brand, the move to the new packaging will further cement this positive association and build on the joy factor. As a part of the new design, product shots will be replaced by ‘imaginative, joyful expressions of each flavor’. Each of these designs have been selected in order to communicate more about the product and stay true to the ‘say what you see’ approach.

     

    The Cadbury Glass and a Half logo is retained and brighter colours have been introduced to improve on-shelf presence. The new look is more modern and joyful, while proudly keeping the identity of Cadbury Dairy Milk that has been a part of the brand’s heritage since 1905. This new packaging brings out the personality of the brand in a generous, optimistic and spontaneous design.

     

    Moulding the sweetness

     

    In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mould change for the first time since they were introduced almost 10 years ago.

     

    To give consumers more of what they love, inclusions like nuts and crispies are going to be increased in the new recipe. Now there will be 50 per cent more almonds in the new Roast Almond. Similarly, more crispiness and nuts in Crackle and Fruit & Nut respectively will give consumers more of what they love with each bite with more almonds and increased inclusions.

     

    Additionally, the change in the mould means that the new variants will have curved or rounded edges, instead of the current square cubes, to improve the way the chocolate melts in the mouth, in an attempt to enhance the overall chocolate experience.

     

  • Ogilvy creates new ‘Shubh Aarambh’ ad for Cadbury Dairy Milk

    MUMBAI: Cadbury Dairy Milk has launched a new television commercial ‘nayi dosti ka shubh aarambh‘ created by Ogilvy India.

    The new TVC celebrates the beginning of new friendships. It will be supported by an integrated marketing campaign, including on-ground activations in 80 colleges, print ads, radio ads across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments”.

    Cadbury India director- snacking and strategy Chandramouli Venkatesan said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships- the start of a new friendship.”

    Ogilvy India national creative director Abijit Avasthi added, “The campaign is perfectly timed to coincide with Friendship Day on 5 August. This is an exciting, action packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

    The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realise that the two families have much more in common than they thought. When the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?” the boy smiles and replies “Main”. A piece of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the closing VO states, “Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye.”

  • Ogilvy brings back Cadbury’s ‘Shubh Aarambh’ campaign

    MUMBAI: Cadbury Dairy Milk is coming back with its ‘Shubh Aarambh’ campaign is conceptualised by Ogilvy Mumbai.

    The ‘Kuch Meetha Ho Jaaye’ advertising campaigns have helped Cadbury Dairy Milk transform into ‘meetha‘ (sweet), an equity that has widened the reach of the brand.

    Ogilvy India NCD Abhijit Avashti said, “The Shubh Aarambh campaign was a blockbuster by any measure. Not only did it strengthen the meetha equity for CDM, it also transformed behaviour with folks eating CDM on such occasions. We thought it would be prudent to continue with the idea rather than find yet another cut on meetha. The two new situations are extremely endearing. Depending on the life-stage a viewer is in, I think they will give leave him/her with a sense of déj? vu.”

    One of the films of Cadbury Dairy Milk, titled ‘Child’s Play’, is about the happiest moment for a family, ‘Shubh aarambh’. What moment can be more special than a more appropriate ‘Shubh aarambh’ moment’ when the soon-to-be-mother shares the happy news for the first time? For this film, we recognise this precise moment as the beginning of life itself of course, with a sweet Cadbury Dairy Milk twist. It is fittingly called ‘Child‘s play – The magical moment‘, when a woman and man will become mother and father.

    “Like with all previous campaigns for Dairy Milk, we believe people will readily relate to this campaign too, since it evokes a knowing feeling of happiness and joy, and brings a smile to your face. Most important of all, we believe it places CDM at the heart of meetha, by making it ‘shubh’,” Avasthi added.

  • Cadbury Dairy Milk wraps up Mid-Day

    Cadbury Dairy Milk wraps up Mid-Day

    MUMBAI: Continuing with its New Year campaign – Shubharambh of 2011, Kuchh Meetha Ho Jaye- Cadbury Dairy Milk (CDM), the flagship chocolate brand of Cadbury India, today wrapped up Mumbai and New Delhi editions of popular tabloid newspaper Mid-Day.

    The tabloid reached its readers in a special package that resembled a big Cadbury Dairy Milk chocolate. The innovative promotion was going beyond regular advertising solutions with plain advertisements or jackets.

    The idea was conceptualized jointly by Cadbury India and its media agency Madison Media.

    Cadbury India selected 3 January, rather than 1 January, as today was the first working day of the week. Mid-Day has a combined circulation (Mumbai and Delhi) of over 300,000 and is popular among office-goers.