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Cadbury Dairy Milk Silk unveils new brand identity & packaging change
Wednesday, 21 September, 2022, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India, makers and bakers of some of India’s iconic snacking brands, recently revealed the latest look of the much-loved Cadbury Dairy Milk Silk. Ever since its launch in 2010, the brand has continued to cater to Gen Z through its personalised innovations and crafted messaging. To further strengthen its consumer connect and dial up premiumness, it has launched its all-new visual identity.

Throughout its decade-long journey in the country, the brand has been synonymous with the celebration of young love. The latest campaign, ‘S for Love’ further strengthens it as an enabler for intimate 'we' & 'me' moments.

The latest visual identity was unveiled through a brand reveal video, with a new differentiating design featuring the bold letter ‘S’ displayed across all silk variants. The exuberant packaging exhibits vibrant colors to highlight variants along with tempting visuals that signify premium indulgence. Along with this, the refreshed mould designs carry an ‘S’ engraving across every cube of the silk bar promising a decadent and heart-warming experience.

Anil Viswanathan, vice president - marketing, Mondelez India, said, “The new generation of consumers are constantly on the lookout for richer, innovative and fulfilling experiences that make their everyday moments special. Cadbury Dairy Milk Silk has always been a brand with superior credentials and a favourite among consumers, symbolising love and heartfelt moments. In line with consumer expectations, we at Mondelez India wanted to upgrade its packaging to match the brand promise while making the brand the ultimate premium indulgent experience in the category. Hence, perfectly embodying the role of Cadbury Silk as the most special chocolate for all special occasions through ‘S for Love’.”

Kainaz Karmakar & Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “Cadbury Dairy Milk Silk, right from its launch over a decade ago has been such a dear and deep part of the lives of young lovers in our country. This vibrant, happy brand that connects so well with young love, also had to evolve to be in sync with its target group - a lot that literally evolves faster than many others.”
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