Cadbury Dairy Milk Silk, the premium chocolate category of Mondelez India has recently undergone a renovation. The brand has changed its proposition from ‘How far will you go for Love’ to establishing Silk as the “New language for Love” while the core idea is excellent, however, the execution has been a massive failure.
First, let’s talk about the TVC — showcasing a retro couple in the ancient era is the most irrelevant way to rebrand whose target audience is “teenagers”. In the modern world, where GenZ has access to high-tech ways to express their feelings, this script is the opposite of what it should have been. The only hope the campaign had was to play on the cuteness quotient. But unfortunately, It evokes zero emotions and falls flat.
Now coming to the packaging and the new mould — from Cadbury Dairy Milk Silk to focus on “S”. The communication revolves around how “S” is the new symbol of love. How? What is the logic of associating the letter “S” with love? Maybe they could have established it with good execution but again the idea is too complex as the letter S has no relation to love, feelings, or expressions for the mass audience. For the mould and pip, Cadbury has been replaced by S and a curve has been added with rounded corners giving it a “contemporary look and feel”. And that curve takes a lot more attention than the S (supposedly a symbol of love) Well, again we ask the same question, why? Who is going to ask for S instead of Silk? When people go into the shop they will not ask for S, they will ask for SILK. What is the significance of doing this?
Advertisements are content to be consumed, they need to make sense, leave emotion behind, and set a proposition for the brand. The rebranding has been a royal mess as a whole wrt to the new mould, packing, and advertisement.