With Friendship Day round the corner, there’s a new ism in town and it’s called ‘Flavourism’. A flavour tastes better when shared with a friend. Cadbury Dairy Milk is out with two limited edition flavours – Black Forest and Coffee Almond, in addition to its existing range of flavours introduced last year in the largest brand revamp in over a decade.
Just as every friend adds a special flavour to your life, the chocolate brand’s latest campaign seeks to a promote how its new flavours will add to your Friendship Day celebrations. The campaign has a TVC at the core – ‘Flavours of Friendship’ conceptualized by Ogilvy & Mather and directed by the acclaimed Vikramaditya Motwane.
A girl gang is seen comforting one of their friend who has had a breakup, in their unique ways. They are also enjoying their new chocolate flavours.
Friendship Day is the right occasion for brands in the business of chocolates and chocolate gifting. Cadbury Dairy Milk has ensured it builds on the Freindship Day celebrations with some social media buzz. The Facebook and Twitter pages of the brand has been sharing visuals of the new flavours and tying them with the symbols of friendship – bands, shared gossip, laughter, etc.
— Cadbury Dairy Milk (@DairyMilkIn) July 16, 2015
— Cadbury Dairy Milk (@DairyMilkIn) July 20, 2015
Conversations and engagement is being built around #flavourism. The brand has been inviting users to identify the types of flavours added by each of their friends. A Fruit & Nut for the friend who can go nuts with you, a Black Forest for the one who can have dessert for dinner, and so on.
— Cadbury Dairy Milk (@DairyMilkIn) July 28, 2015
— Cadbury Dairy Milk (@DairyMilkIn) July 24, 2015
— Cadbury Dairy Milk (@DairyMilkIn) July 27, 2015
Timely. Visually appealing. Relevant
This time last year, Cadbury Dairy Milk had introduced four new flavours, all through a grand online election. The #MyFavDairyMilk campaign banked on the Lok Sabha elections last year, and had created an interactive website for the same. Each new flavour had a TVC of its own and fun games you could play with it. In fact, the brand had also launched an Android app for full version games you could play with the new flavours and collect points. Read Cadbury Dairy Milk Revamps Its Flavours, Creates Social Buzz With #MyFavDairyMilk.
Comparably, the two limited edition flavours introduced now have not received that grand a welcome, but nonetheless, the campaign does make up with its strategic visuals around friendship and associating all its flavours with various types of friends. Besides, building on the new ism of #Flavourism is a cool way to bring out the concept of flavours, just in time around Friendship Day.