#SayItWithSilk - Cadbury Silk Asks Fans To Make Everyday Stories Special This Valentine’s Day

To promote its limited edition packs this valentine's day, Cadbury Silk started a Twitter contest asking how users would make every day stories special, the best ones got personalized doodles with hamper

Prasant NaiduBrands

Love is in the air, Valentine’s day is in less than a week. What special are you going to do for your loved one on this Valentine’s day? Will you sing her favorite song & turn your everyday story into a special Valentine’s day or will you make your late night calls to a midnight surprise this Valentine’s day?

These questions were put across to the fans on social media by Cadbury Silk, the premium addition to Cadbury Dairy Milk chocolates, as part of its #SayItWithSilk campaign. The brand urged fans to celebrate this Valentine’s day in a special way so that it turns out to be a memorable one.

#SayItWithSilk campaign

Launched in January 2010 as a premium addition to Cadbury chocolates with a creamier, smoother and silkier proposition, Cadbury Dairy Milk Silk extended its brand positioning of ‘Say it with Silk’. Earlier this month, the brand launched a new TVC that was designed to promote its limited edition pack.

The twenty second TVC starts with a sweet background music which shows a couple trying to grab the limited edition pack of Dairy Milk Silk. The ad shown with just the hands of the couple, ends with the girl owning the new pack while a voice over comes up “Say It with Silk - limited edition pack.” The video has received more than 15,000 views with the brand sharing it across all social networks.

For the promotions of the new limited edition pack on social media, Cadbury Dairy Milk Silk asked fans to express their love in a unique way with #SayItWithSilk. A Twitter contest was initiated from 5th February, 2014 in association with its digital agency Grey Digital. The brand asked fans how would they recreate everyday situations into special Valentine’s day stories. The brand decided to give the interesting one’s Silk hampers.

The contest that had been running till the 7th of this month got some very interesting submissions. To make them special, the brand doodled the interesting stories and shared them with fans. Listed below are some of the interesting doodled Valentine’s day stories:

Interestingly, the brand has also stated now that these everyday stories will be transformed to a special Silk story on this Valentine’s day.

Community bonding continues

Cadbury Dairy Milk Silk has continued with its faith in community bonding. Last year the brand had initiated #FirstLove, an adorable and relevant campaign during Valentine’s day. In fact the digital leg was designed to introduce its limited edition packs through social media. First love is the most unforgettable they say, using this as a proposition, Cadbury Silk had asked its community to share what first love meant to them or rather reminds them of.

This year the objective and execution remains the same with a change in the theme; from #FirstLove it is now #SayItWithSilk. While #FirstLove connected really well with the audience on social media due to the fact that it is about first love, similarly, having a special Valentine’s Day is also a dream of many. After all making your loved ones feel special is also how love is defined. Contests on Twitter won’t go out of trend at least in India for sometime now but doodling the stories has once again earned fans’ appreciation on social media.

Valentine’s day market in India was reported as Rs. 15 billion in 2013. Most of the revenue came from greeting cards, flowers, and chocolates, among others. India’s chocolate industry was valued at Rs. 58 billion in FY2014, and is expected to grow at a CAGR of 16% to reach INR 122bn by 2019. The industry is dominated by Cadbury India (now Mondelez) and Nestlé India, accounting for nearly 92% of the market share in FY2014.

The premium chocolate market is 27% and is expected to grow at a rate of 30-35%, according to Technopak. While Cadbury Dairy Milk Silk has managed to create eyeballs once again with the #SayItWithSilk campaign, the brand would wish to drive sales for its limited edition pack, thereby grabbing a bigger pie of the premium chocolate market.