Mondelez India Launches Cadbury Dairy Milk Crispello
After making Cadbury Dairy Milk as one of India’s favorite chocolate brand for 70 years in India, Mondelez India today announced the launch of Cadbury Dairy Milk Crispello, its ‘made in India’ innovation in the Crispy-Eat segment. Banking on Cadbury Dairy Milk’s strong equity, Mondelez India is all set to expand its premium portfolio with this new product offering.
Speaking on the launch, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured & complex experiences. This has been an important dimension for us as we have thought about our innovations. Be it technology, ingredients, or format – we have tried to deliver this consumer need through the innovations in the recent past. Be it Cadbury Dairy Milk Silk Oreo, Cadbury 5Star 3D or Cadbury Fuse. Cadbury Dairy Milk Crispello is yet another milestone in this journey. Cadbury Dairy Milk Crispello combines the much loved Cadbury Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy.”
Cadbury Dairy Milk Crispello, is covered with a layer of delicious Cadbury Dairy Milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness, giving consumers an immersive chocolaty and crunchy experience, all at the same time. The finger-bar format makes it easier to be shared with friends and family.
The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor & digital campaigns targeting the brands core target audience i.e. youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.
Cadbury Dairy Milk Crispello is priced at INR 30 and is all set to provide an indulgent and a satisfying experience to all chocolate lovers out there. The finger format lets you crunch with your bunch, celebrating the spirit of sharing!