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Cadbury Dark Milk introduced; For consumers with sophisticated tastes
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Friday, 04 October, 2019, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Mondelez India has introduced a new taste experience to its thriving bouquet of premium chocolates with the launch of Cadbury Dark Milk, which is expected to offer a superior product experience for those with sophisticated and mature sensibilities.
Actor Aishwarya Rai Bachchan has been appointed the face for the product in India. She reaffirmed the company’s commitment to define the evolving taste of chocolate for a more progressive consumer by providing them with a choice, while creating new experiences.
It will help to grow the chocolate category through premiumisation by being more relevant and attractive to mature, discerning consumers leading to a scale-up in category consumption. The sweet spot between milk and dark chocolate, Cadbury Dark Milk offers a smoothly intense, deep deliciousness with a rich taste.
Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “Mondelez India sees a major opportunity in developing a new taste experience in the chocolate category, and Cadbury Dark Milk gives us the first mover advantage of becoming the category innovator.”
“Our brands play a special role in people’s lives. Increasingly consumers want products that reflect their lifestyle, and we have always been at the forefront of creating distinctive products and platforms to address this need,” he added.
“Cadbury Dark Milk is a unique product that offers a heightened delight of a grown-up chocolate. In this binary world of milk and dark chocolate, Cadbury Dark Milk refuses these boundaries that takes the best of both worlds and creates a distinct blend for an evolved, unconventional taste,” Viswanathan said.
“And there could not have been a better brand ambassador than Aishwarya Rai Bachchan to introduce Cadbury Dark Milk, as she truly embodies the exceptional appeal of this new product innovation with her ground-breaking milestones. Her prestige and repute make her stand out as an accomplished, matured sophisticated individual,” he added.
Speaking on the association, Rai Bachchan said, “It is a privilege to be a part of Mondelez India’s new category innovation with Cadbury Dark Milk. Cadbury has always given us a reason to enjoy chocolates the way we like it.”
“Cadbury Dark Milk is a new, premium taste that will surely appeal to chocolate lovers. I like its special packaging, and most of all, I love the taste - it is richer, darker and creamier. It has been great fun working on this campaign and I am very excited to share this experience with you and see it come to life,” she added.
The launch of Cadbury Dark Milk will be supported by a 360-degree communication campaign, designed to demonstrate the Richer, Darker, Creamier chocolate experience, which will include a new TVC (television commercial), innovative outdoor and digital campaigns and strong in-store visibility.
It is available in Original – Rich and Creamy variant, priced at Rs 99 for a 72g pack, and in Original – Rich and Creamy and Salted Caramel – Rich and Creamy variant, priced at Rs 199 for a 156g pack.
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