Page 63 - Unlock Sensory Power
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CADBURY’S
DAIRY MILK ‘SILK’
How do you reinforce the The result is a brand wrapping that
superior quality of Silk? feels considerably different
to standard Dairy Milk.
Beyond its brilliant advertising,
Mondelez set to work on packaging Silk has a distinctive satin matte
that signals the smoother, softer, finish that is thicker and softer to
easier melt than defines this the touch.
premium product range.
Launched in 2010, Cadbury’s Dairy
A particular area of focus was the Milk Silk remains the most
packaging substrate. It was successful premium chocolate
important that consumers felt the brand in India.
difference from their first physical
moment of truth.
