Valentine’s Day is almost synonymous with chocolate and, in India, chocolate is almost synonymous with Cadbury’s Dairy Milk. While we all grew up munching on regular Dairy Milk chocolates, a good couple of years ago, Mondelez India (Cadbury’s parent company) released their Dairy Milk Silk chocolates which were smoother, more indulgent versions of the original. To celebrate Valentine’s Day this year, Dairy Milk Silk has launched a 360 degree advertising campaign, encouraging consumers to gift their loved ones Silk chocolates or to #SayItWithSilk.
According to news reports, Mondelez India wanted to keep the ads short and simple, while at the same time highlighting the luxury of the product.
“We celebrate indulgence through our ads. While we do that we are also keeping in mind to get our product across to newer consumers. That was our brief to our agency partners for the campaign,” said Prashant Peres, the director of marketing in chocolates for Mondelez India. “This time around the year, we are also focusing a lot more on personalisation through our products and communication,” he added.
What’s your love story? #SayItWithSilk
To get across their message, Mondelez India hired Ogilvy & Mather to conceptualize and execute the television commercials as well as Grey Digital for the digital campaign.
The result? Two simple television ads, one of which focuses on a couple of puppeteers getting so distracted by Silk that their puppets go awry while another, which is more Valentine’s Day oriented focuses on a couple fighting over the chocolate. Check them out:
We particularly like the little heart flap that comes with these limited edition Cadbury Silk chocolate packets; the perfect way to write out what’s in your heart.
If you want to give your Valentine a message in a Cadbury Silk bar, head to any large convince store or retailer soon; they are, after all, Limited Edition. What will your write in yours?