The smoother and creamier version of Diary Milk chocolate—Cadbury Dairy Milk Silk—has undergone a makeover over the last few days. It has replaced the word “Silk” and what now stands is only the ‘S’, which the chocolate maker describes as,”… a letter which holds the infinity of love and the New Language of Love”.
Anil Viswanathan, Vice President, Marketing, Mondelez India said that the change isn’t just restricted to the name, but even the shape of the milk chocolate bar. It has a new look, a new shape, and a whole new language of love.
Cadbury Dairy Milk’s storytelling has always been very intriguing and that continues to connect consumers across all the geographies. Taking a step forward in the same direction, its latest effort repeats the meaning of “Kuch Acha Ho Jaye, Kuch Meetha Ho Jaye” by urging individuals to share others’ happiness with a big heart and make their “meetha” moments even more special.
When we forget our entitlements and treat all as equal and celebrate their happiness as if it is ours, the joy is doubled. This is the thought behind the latest campaign for Cadbury Dairy Milk. This thought beautifully builds on the brand’s ongoing generosity platform.
Cadbury Dairy Milk Silk first appeared in 2010 as a smoother, creamier, and chunkier variant of the standard Dairy Milk chocolate. Over the years, Silk has been positioned as the go-to choose for expressing one’s love, especially during Valentine’s Day.