The brand has come out with a campaign that provides an experience beyond products & services; OOH powers the 360 degree campaign innovatively
Cadbury is a one such brand that celebrates the Valentine’s Day in a significant way on the OOH media. This year, Cadbury Dairy Milk Silk, announced the launch of its new special edition pack with a heart pop, which urges consumers to not hold back from expressing their love, this Valentine’s Day. Promoting this, the premium chocolate brand rolled out a 360 degree campaign that includes OOH innovation.
A king-size hoarding in Mumbai showcases a heart popping out of a chocolate along with a message ‘Pop you heart out- Say it with Silk’. The OOH mandate for Cadbury is handled by Posterscope India.
This campaign was conceptualised through a study stating that consumers today are looking beyond products and services, they are looking at experiences that can create memories. This insight resulted in the development of a new offering of the special edition Cadbury Dairy Milk Silk with a heart pop.
Commenting on the OOH strategy, Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “On the outdoor marketing front, we have adopted a comprehensive strategy wherein the brand has outdoor installations and billboards across Mumbai, Delhi and Bangalore. They say coffee and chocolate are a great combo during a date, hence as a part of our campaign we have also strategically associated with Café Coffee Day.”
