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Cadbury goes ‘Ulta’ for Perk in new TV commercials

06-October-2007
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Cadbury goes ‘Ulta’ for Perk in new TV commercials

The new commercials for Cadbury Perk feature some role reversals. The two TVCs focus on the central idea of the product innovation, which has ‘wafer outside and choco-cream inside’. The campaign has been created by O&M. Rensil D’silva and Anup Chitnis have worked on the films.

Sanjay Purohit, Executive Director – Marketing, Cadbury India, said, “The product construct and pricing for ‘Ulta Perk’ has been designed to meet the needs of our largest target segment – the youth – and will broaden our product appeal and options to the consumers.”

The film has been created in two parts – one involves a barber’s saloon, while the other shows a fight between a postman and a dog. The films have been produced by O&M and Planet Films, respectively. The first film shows shows how a barber, following the concept of Ulta Perk, retransforms his customer’s statement as well. The second film shows a role reversal for a postman and a dog, where the postman turns around and barks at the dog, who runs away in fear.

Speaking on the strategy, an official communiqué stated, “Most of us have been enjoying the chocolaty wafer taste of Perk for more than a decade. Just when you thought that a simple wafer confectionary couldn’t innovate itself, Cadbury India brings ‘Ulta Perk’, an innovative ‘Wafer outside, choco-cream inside’ product to the retail stores around you. ‘Ulta Perk’ will be available across retail stores in key cities and is priced at only Rs 5. The product is targeted towards teenagers and youth.”

‘Ulta Perk’ will see a multi-media marketing campaign to connect with the target consumers. A 360-degree campaign will be rolled out in the first week of October. The campaign will be a mix of TVCs, outdoor, consumer contact activities, etc. Cadbury India has tied up with leading coffee chain Café Coffee Day for direct sampling of the product in top cities. Extensive product sampling will also take place in the first two months across 25 towns.

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