Cadbury Dairy Milk introduced the internationally successful Cadbury Dairy Milk Marvellous Creations in Pakistan in January 2016. Marvellous Creations, an innovative sub-brand in the Cadbury Dairy Milk portfolio that brings together a magical mix of delicious Cadbury Dairy Milk chocolate with fun candy store ingredients that make for a surprise in every bite.
It has been launched in two of the most popular variants: Jelly Popping Candy (160g and 38g) and Cookie Gummy Crunch (38g) with the larger bar ideally positioned for sharing with family and friends.
The launch is supported by a strong integrated national marketing campaign that includes advertising, outdoor, impactful instore executions as well as experiential, PR and digital elements. Marvellous Creations branding not only on its packaging but on all communication platforms spells out joy, festivity and excitement.
“Our mission is to continue to create joy in the lives our consumers,” said Usman Muneer, Managing Director, Mondelēz Pakistan Ltd, “The launch of Marvellous Creations is timed to cater to the evolving taste palates of our consumers and reinstates Mondelez’ commitment to driving category growth through successful innovations that continue to excite and delight our consumers.”
As part of the experiential leg of the campaign, a carnival themed activation took place at a local mall providing a platform for chocolate lovers to capture the essence of Marvellous Creations. The event brought together families engaging with myriad of funky interactive games and activities to bring the Marvellous Creations concept to life. The activation also hosted a fun photobooth that captured the joy and delight of consumers after having tried the product.