Cadbury Silk shares a Sweet Love Story with New Desserts

Mondelez India has launched a new dessert range called ‘Cadbury Silk Desserts,’ marking a significant expansion into premium indulgence. This range includes two decadent offerings: ‘Cadbury Silk Dessert Brownie’ and ‘Cadbury Silk Dessert Plum Cake.’

The company describes this launch as a new era for at-home desserts, offering a perfect blend of Cadbury Silk's irresistibly smooth and creamy chocolate with a moist, cake-like dessert center. The desserts are infused with rich flavors and textures, providing a unique indulgence that combines the best of chocolates and desserts, setting them apart in the market of chocolaty treats.

Nitin Saini, Vice President Marketing at Mondelez India, expressed excitement about the launch, stating, "We’re thrilled to unveil ‘Cadbury Silk Desserts,’ our latest innovation. Our Global State of Snacking Report 2023 highlights a growing consumer preference for indulgent experiences. This new eat format, the first of its kind in chocolates, aligns perfectly with evolving consumer tastes, especially among dessert lovers. By combining the beloved taste of Cadbury Silk with the satisfaction of a decadent dessert, we aim to make Cadbury Silk Brownie and Plum Cake household favorites."

Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers at Ogilvy India, added, “The idea of the film is to bring out the surprise of a brownie inside a bar of Silk. This is not just a variant but the launch of Silk Desserts, an even more premium offering from Silk. The film tells a sweet story of a guy creating a dessert experience for a girl using just a bar of Silk Brownie. The idea of plating it emphasizes its specialness. The film was led by our ECD, Akshay Seth, and directed by Aarti Desai from Caffeine Films.”

Shekhar Banerjee, Chief Client Officer & Office Head at Wavemaker India, explained the launch strategy, stating, “Our approach for Cadbury Silk Dessert focuses on dessert indulgence. Using AI-driven innovations on content platforms like YouTube, partnerships with cafes, quick commerce platforms, cinemas, and airports, we are ensuring Cadbury Silk Dessert meets dessert cravings wherever they arise.”

The new range will debut with a film featuring a couple enjoying the decadent product, embodying the essence of Cadbury Silk Desserts. The launch will also be supported by a 360-degree communication campaign, showcasing the company’s latest innovation.