Cadbury Dairy Milk Lickables and Gems Surprise get a Minion makeover
Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys
Published - 18-March-2019
Mondelez India, the market leader in the chocolate category has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise in association with the Despicable Me franchise. Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.
Commenting on this association, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India said, “We are witnessing great demand for spoonable chocolates, a trend that is catching up swiftly under this segment wherein the toy is an important category driver. Recognizing this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segments products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”
This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences. Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.
This association will be supported with a new TVC along with digital activations, in-store visibility in modern trade and traditional Ttade stores. The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at INR 40 each and are available in all traditional trade & modern trade retail outlets as well as e-commerce sites.
The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licensing partner, Black White Orange.
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