Page 62 - Unlock Sensory Power
P. 62
CADBURY’S
DAIRY MILK ‘SILK’
How do you reinforce the The result is a brand wrapping
superior quality of Silk? that feels considerably different
to standard Dairy Milk.
Beyond its brilliant advertising,
Mondelēz set to work on Silk has a distinctive satin matte
packaging that signaled a finish that is thicker and softer
smoother, softer, easier melt to the touch.
that defines this premium
product range. Launched in 2010, Cadbury’s
Dairy Milk Silk remains the most
A particular area of focus was successful premium chocolate
the packaging substrate. It was brand in India.
important that consumers felt
the difference from their first
physical moment of truth.
