In line with Friendship Day, Mondelez India has launched two new flavours for Cadbury Dairy Milk- Cadbury Dairy Milk Honey Nut Crunch and Cadbury Dairy Milk Coffee Almond to surround friends in the sweetness of friendship.
These limited edition flavors have been launched keeping in mind the country’s flavor preferences and unlock the joy of trying something different while maintaining the rich experience of eating Cadbury Dairy Milk.
The launch of the limited edition Cadbury Dairy Milk is supported by a 360-degree communication campaign that includes a new TVC, as well as outdoor, print and digital campaigns targeting the brands core target audience i.e. youth.
On the social media front, the brand is leveraging upon this occasion to bind friends through Twitter #Madfie contest which has gone viral and has grabbed eyeballs. Through its Cadbury Dairy Milk Twitter handle and Facebook page, the brand is asking friends to get their crazy bunch together, take a mad selfie and post it on their Twitter handle using #Madfie. The chosen best #Madfie will be featured on Cadbury hoarding or cover page. On-ground activations at point of sale in select modern trade and traditional trade outlets will also be part of the campaign to drive awareness for the product.