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Slow and Steady gets the Taste
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| New TVC for Cadbury Éclairs Crunch “slow slow mazey lo” to be launched |
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Mumbai, December 5, 2007: Cadbury Dairy Milk Éclairs Crunch – the delicious hard and crunchy caramel on the outside with the center filling of Cadbury Dairy Milk, will launch a new theme TVC “slow slow mazey lo” to adds to the popular chewy caramel taste of the traditional CDM Éclairs. The TVC will go on air on December 7, 2007.
Launched in 2006 as an extension of Cadbury Dairy Milk Éclairs that offers an unique experience of pure caramel yielding to rich Cadbury's chocolate, Éclairs Crunch has a hard, crunchy Caramel on the outside with the surprise of CADBURY DAIRY MILK (“CDM”) milk chocolate at the centre. Combining two classic ingredients of toffee and chocolate, the outside layer of hard crunchy caramel coats and protects the taste inside of Cadbury's chocolate. CDM Éclairs Crunch adds to the popular chewy caramel taste of the traditional CDM Éclairs.
The new TVC which revolves around the theme “slow slow mazey lo” highlights on the great taste indulgence of Éclairs Crunch which can be savored only when you have it slowly letting the hard caramel melt in your mouth gradually leading you to the soft chocolate core which will tingle your taste buds.
The distinctive element of the “slow slow mazey lo” campaign, is that it emphasizes on the fact that few things in life are best done when done slowly like romance which needs its own time to flourish and to be enjoyed.
Extending the idea of the TVC where the couple realizes that few things should be done slowly Cadbury has done a tie up with Radio City and they are doing a contest in a few metros in which the contestants will have to sing fast paced songs at a slow pace. The winners will be decided based upon how well the contestant can sing the songs.
The 360 marketing campaign, apart from the TVC and Radio contests, will also feature sampling and free goodies.
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Cadbury India Ltd. |
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