Business
Mondelez India unleashes the party spirit – Introduces Cadbury Dairy Milk Marvellous Creations
Builds on its leadership in the premium chocolate category
INDIA – August 2, 2016 – Mondelez India Foods Private Limited, today announced the launch of yet another exciting innovation – Cadbury Dairy Milk Marvellous Creations. After the successful launch of India’s first ‘centre-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello and more recently India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly, Mondelez India, the market leader in the chocolate category in India (as per Nielsen) brings its global product Cadbury Dairy Milk Marvellous Creations to India. Exuberating a fun and playful characteristic, this unique chocolate bar surprises consumers with its distinctive form and unpredictable inclusions. Cadbury Dairy Milk Marvellous Creations will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, and will be manufactured at the company’s new manufacturing facility in Sri City, Andhra Pradesh.
Strengthening its position as a market leader, Mondelez India redefines chocolate eating experience for its consumer that craves for innovation. Cadbury Dairy Milk Marvellous Creations is anything but an ordinary chocolate. Even at first glance, Cadbury Dairy Milk Marvellous Creations is different, with a quirky looking block and curiously shaped pieces of varying sizes made specifically for sharing – introduced for the first time in India. The rounded pieces roll off the roof of your mouth, the chocolate melting away to leave the key ingredients to explode, as the contrasting sensations play off. The jelly beanies, gems and popping candy all infused in delightfully shaped bar, is what makes Cadbury Dairy Milk Marvellous Creations so marvelous!
Brightly wrapped in distinctive purple candy stripes, the fun of Cadbury Dairy Milk Marvellous Creations also extends to the design of the packaging.
Speaking on the launch of Cadbury Dairy Milk Marvellous Creations, Prashant Peres, Director – Marketing (Chocolates), Mondelez India, said, “We are delighted to introduce global innovation like Cadbury Dairy Milk Marvellous Creations in India. Indian consumers now demand unique formats and eat experiences and given our global leadership in chocolate, we are well positioned to identify and bring some of our world leading brands to India. Cadbury Dairy Milk Marvellous Creations reflects India’s celebratory spirit and our objective is to bring fun and excitement into the way Indians enjoy their favorite chocolate. The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”
Cadbury Dairy Milk is a brand that has transcended into everyday Indian life and it’s a brand that consumers love and trust. And through Cadbury Dairy Milk Marvellous Creations, the brand is amplifying the joy that it has been bringing to Indians for more than six decades.
The launch of Cadbury Dairy Milk Marvellous Creations will be supported by a 360-degree communication campaign, that includes a new TVC, as well as outdoor & digital campaigns targeting the brands core target audience – ‘Framilies’ (Friends + Families). On-ground activations and a Cadbury Dairy Milk Marvellous Creations bus, are also a part of the campaign to leave its consumers pleasantly surprised.
Cadbury Dairy Milk Marvellous Creations will be exclusively available in select cities, on Amazon, India’s largest online store, starting 10th August. It will then be available across all major urban and rural retailers from mid-August.
With Jelly Popping Candy and Cookie Nut Crunch priced at Rs. 39 and Rs. 80, Cadbury Dairy Milk Marvellous Creations is all set to give chocolate lovers an unforgettable experience, leaving them wanting more!
By : Lokesh Shastri
