Mondelez International launches Oreo Cadbury Dipped to expand trajectory in India

Launch, which opens up a new segment, will be supported by a 360-degree communication campaign

e4m by exchange4media Staff
Published: Jan 9, 2019 2:36 PM  | 2 min read

Mondelēz International is taking forward Oreo’s special ritual of ‘Twist, Lick, Dunk’ by expanding its trajectory in India with the launch of Oreo Cadbury Dipped to premiumize the biscuit category further with the favourite Oreo cookies coated in deliciously smooth chocolaty Cadbury. 

This is in line with the global vision of ‘Snacking Made Right’, where Mondelēz International promises to offer its consumers the right snack, for the right moment, made the right way. 

The launch opens up a new segment for Mondelez India after entering the Creams segment with Oreo and Cookies segment with Bournvita Biscuits. 

Speaking on the launch of Oreo Cadbury Dipped, Sudhanshu Nagpal, Head – Biscuits Category, Mondelez India said, “The launch of Oreo Cadbury Dipped stems from our constant endeavour to expand the brand’s narrative and consumption occasions. As Oreo has always stood for bringing people together, we bring to them a winning combination of the yummy crème filled chocolaty cookie layered with the iconic taste of chocolaty Cadbury. We believe that Oreo Cadbury Dipped will further strengthen our position in the fast-emerging chocobakery segment, which is truly a cross pollination of our iconic Chocolate and Biscuit category, delivering a delightful and unique experience for the consumer. After Oreo and Bournvita Biscuits, the launch of Oreo Cadbury Dipped will certainly open up interesting avenues in the snacking domain.” 

The launch of Oreo Cadbury Dipped will be supported by a 360-degree communication campaign designed to demonstrate the unique multi-textural eat experience, combining the crunchy Oreo cookies with smooth Cadbury, which will include a new TVC, innovative Outdoor & Digital campaigns and strong in-store visibility. 

The TVC created by FCB Interface for Oreo Cadbury Dipped dramatizes the moment when consumers experience the Oreo Cadbury Dipped and are left with one delicious question in their heads, ‘Is it chocolatey or crunchy?’

Joemon Thaliath, CEO, FCB Interface, says, “We have taken forward the brand’s globally popular ‘Oreo People’ format for this launch. It’s a catchy and fun way to bring alive this crunchy-chocolatey dilemma.” 

Robby Mathew, Chief Creative Officer, FCB Interface says, “The product story is strikingly brought to life with appetising visuals and a peppy song. Surjo Deb, the Director, has done a great job keeping alive Oreo’s playfulness."

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