Mondelez India has introduced a new taste experience to its bouquet of premium chocolates with Cadbury Dark Milk. Cadbury Dark Milk is bringing a new taste to the world of chocolate with a superior product experience for those with sophisticated and matured sensibilities. Aishwarya Rai Bachchan is the face for Cadbury Dark Milk in India, who further reaffirms the company’s commitment to defining the evolving taste of chocolate for a more progressive consumer by providing them with a choice while creating new experiences.
Cadbury Dark Milk claims that it appeals to an advanced, matured audience who enjoy varied experiences in their ‘me time’ indulgent moments. According to the company, Cadbury Dark Milk will help to grow the chocolate category through premiumization. Also, the sweet spot between milk and dark chocolate, Cadbury Dark Milk claims to offer a smoothly intense and good taste.
Anil Viswanathan, director – Marketing (Chocolates) at Mondelez India said, “Mondelez India sees a major opportunity in developing a new taste experience in the chocolate category and Cadbury Dark Milk gives us the first-mover advantage of becoming the category innovator. Our brands play a special role in people’s lives. Cadbury Dark Milk is a unique product that offers a heightened delight of grown-up chocolate.”
Speaking on the association, Aishwarya Rai Bachchan said, “It is a privilege to be a part of Mondelez India’s new category innovation with Cadbury Dark Milk. Cadbury has always given us a reason to enjoy chocolates the way we like it. Cadbury Dark Milk is a new, premium taste that will surely appeal to chocolate lovers. I like its special packaging and most of all I love the taste, it’s richer, darker, creamier. It has been great fun working on this campaign and I am very excited to share this experience with you and see it come to life!”
The launch of Cadbury Dark Milk will be supported by a 360-degree communication campaign which will include a new TVC, innovative outdoor and digital campaigns and strong in-store visibility. Priced at Rs 99 for 72 grams available in Original – Rich & Creamy variant and Rs 199 for 156 grams available in Original – Rich & Creamy and Salted Caramel – Rich & Creamy variant.
