Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades, they launched Cadbury Dairy Milk Silk (CDM Silk) which is creamier, smoother and tastier and melts in the mouth more easier. It was launched in year January 2010. The company aims to position Silk as 'smoother, creamier and chunkier. The advertising highlights the joy of savouring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline `Have You Felt Silk Lately?’
The campaign comprised of commercials which showcased different protagonists indulging and savouring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy, unmindful of their surroundings. They used the song kiss me close your eyes for their ads.
Kiss me, Close your eyes
Miss me, Close your eyes
Kiss me
I can wet your lips, and your fingertips
And happiness, in your eyes
Kiss me, Close your eyes
Miss me, Close your eyes
Have you felt silk lately
Rich creamy smooth
Cadbury dairy milk silk
Cadbury Dairy Milk Silk 2010 Campaign
The first TVC opens with a man being complimented post his presentation at work. He is then seen opening a bar of Cadbury Dairy Milk Silk and enjoying it, completely oblivious to everything around him. He soils his shirt with chocolate and sheepishly looks at it. Just then, his phone flashes with his wife calling him but he ignores the call from his wife, licks the chocolate off his shirt and continues to enjoy the bar of Silk.
CDM Silk - Conference Room
The second TVC opens with three dancers seen standing in the wings waiting to go on stage for their performance. While one of the girls goes on the stage, the other two stay behind, eating Cadbury Dairy Milk Silk. The two girls continue to enjoy their bar of chocolate, unconcerned about their performance. While one girl asks the other to get on the stage, the other girl asks her to wait so she can eat more chocolate.
CDM Silk - Dance Troupe
Cadbury Dairy Milk Silk 2011 Campaign
CDM Silk- Staircase boy & girl
CDM Silk - Cinema
Two people get lost in the magic of SILK while watching a movie.
Cadbury Dairy Milk Silk 2012 Campaign
CDM Silk Honeymoon
The CDM Silk stuck to its core theme of being lost in the flavour of the Silk chocolate. The only change was new characters in the form of honeymooners instead of dancers, teenagers or moviegoers.
CDM Silk 2013 Campaign
The ad features three young people who are shown savouring the new 'silkier' chocolate. They're shown indulging in the chocolate, licking it and scooping it with their fingers, underlining the softer, smoother and silkier promise. The voice over says, “Have you felt the new Silk? Some say it’s softer. Some say its smoother. You could say it’s silkier”.
CDM Silk Traffic Jam
2013 TVC Indonesia which is exactly the same like Indian ad.
How a sub-brand moved up the value chain? Good article about CDM Silk in Economic times http://articles.economictimes.indiatimes.com/2013-03-13/news/37683995_1_premium-chocolate-brand-market-experts
CDM Silk Social Media Campaign
CDM Silk Social Media Campaign
It has 2,700,508 likes · 74,871 talking about this (noted on 19/07/2013). To increase engagement in facebook, social experiment was conducted and its video was uploaded in facebook page. Social experiment is an experiment with human subjects, which typically investigates effects on groups of persons. The capaign asked the fans to share their silkaholic experience in facebook.
Silkaholic in an Elevator - Social Experiment
https://www.facebook.com/cadburydairymilksilk
No comments:
Post a Comment