Cadbury tempts audience with’Ooze’ effects on hoardings

Cadbury Dairy Milk launched Silk Caramello which is India’s first liquid centre-filled chocolate under the CDM Silk brand. The new variant of chocolate is already a globally successful variant of CDM and is now launched in India to cater to an evolving consumer taste for richer and more indulgent formats. OOH medium was marked as an essential part of communication with an aim to build awareness and excitement around the liquid centre-filled Caramello, with the centre fill format being the key of all messaging. The campaign was rolled to cater to the affluent urban youth who were looking at an evolving taste for richer and more indulgent formats. Kinetic Worldwide India kicked off the OOH campaign. 

“The viscous nature of the centre fill makes it the perfect contender for some playful joy and the thought behind the communication is to get the consumers to experience this gooey liquid of the centre fill, which led to the depiction of the various ways in which one could eat the CDM Silk Caramello on TV, OOH and digital media, explains Manjari Upadhye, VP, Chocolates, Mondelez India Foods Ltd.

In a brief given, the agency was asked to build awareness and excitement of the launch of Caramello and its caramel centre filled chocolate through depictions of the various ways in which one could eat a bar of Caramello. The task at hand was to create a tempting’Ooze’ of the Caramello on large format media.

Considering the same, the agency designed a high impact visibility through billboards at key junctions and arterial roads and utilised BQS to build reach at youth centric touch points whereas innovations were executed across key markets to create a buzz in the market. A 2-week campaign was executed in Mumbai, Delhi, Bangalore, Mangalore, Chennai, Coimbatore, Kolkata, Hyderabad, Vizag, Pune, Nagpur, Ahmedabad, Surat, Baroda, Jaipur, Jodhpur, Chandigarh, Ludhiana, Lucknow and Indore.

The challenge for the agency was to ensure the tempting “Ooze effect of Caramello highlighted in the OOH environment largely captured the essence.

“We were to complement the OOH with the other media like TV and digital and while the business potential of the Caramello platform was high, we had to ensure that we take forward brand Silk and positively contribute to its equity. We took large formats to build an impact, and highlighted the Hero – Caramello in the innovations that were executed all across the country, says Amit Sarkar, CEO, Kinetic Worldwide India.

The campaign resulted in the brand receiving a positive feedback from the consumers as well as the trade, with high incidences of trials and repeats.