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Mondelez International

Cadbury Dairy Milk Silk Launches ‘Say it with Silk’ for Lovebirds this Valentine’s

Feb 12, 2015   14:11 IST 

Valentine’s Day is a lucrative marketing opportunity for brands and services who want to tap into most powerful human emotion of love. For Mondelez India, Valentine’s Day is a day to celebrate true love by saying it out loud. Cadbury Dairy Milk Silk this year has launched ‘Say it with Silk’ which is an extension to its ‘First Love’ campaign that it launched last year.

The special edition bar has been especially designed for Valentine’s Day and has a whole new look and feel to it. Consumers are encouraged to give a miss call on the number printed on the bookmark provided within the pack. The sender receives an SMS with a URL that directs the consumer to register using their identity unique code printed on the pack. The brand then creates customised doodles for fans, based on their idea of what they think true love is and sends it to their valentine on the date specified by the consumer.

A special TVC for Cadbury Dairy Milk (CDM) Silk will be on air from Feb 1st to Feb 14th, which will focuses on the special CDM Silk packs. The communication is themed around ‘Say it with Silk’  and will be supported by a 360 degree IMC which will extend across platforms on traditional media like Outdoor, Print and In-store promotions with key focus on Digital media. The hashtag, #SayItWithSilk will be used to talk about how CDM Silk made Valentine’s Day special for our consumers. The idea is to integrate the on-ground activation and leverage it online using digital media platforms like Facebook and Twitter, thus changing the entire way of expressing love.

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#SayItWithSilk - Mondelez India celebrates the feeling of falling in love with CDM Silk limited edition pack
#SayItWithSilk - Mondelez India celebrates the feeling of falling in love with CDM Silk limited edition pack
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