Cadbury has launched a new variant of Dairy Milk branded as Dairy Milk Silk. The brand is currently running two TVCs for this variant
Watch the tvc here : Dairy Milk Silk Dance
The brand has been moving away from the celebrity endorsed approach it was following in the last few years. The new campaign is refreshing and brings back the memories of its earlier iconic campaign " Asli Swaad zindagi ka" . I liked the conference one than the dance one.
As I understand , Cadbury Dairy Milk Silk is a smooth and silky version of the original Dairy Milk. The brand is priced at a premium over the Diary Milk which makes it an Upmarket Stretch in marketing terms.
The ads are spot on the brand's core positioning of " enjoying the moments". The agency has conveyed the message in such a captivating manner that many adults who has forgotten about the original brand promise and experience will be attracted back to the brand.
I hope that the brand will scale new positioning heights and it is a learning experience to watch this brand evolving itself.