Mondelez Philippines, together with media guests and mom bloggers, recently celebrated Cadbury Dairy Milk Lickables – a unique and delicious chocolate snack made right with love and aims to foster more parent and child bonding experiences.
Arlene Amante, Brand Manager for the Chocolates Category of Mondelez Philippines happily shared the product to guests present who were able to experience the new product and learn more about an emerging consumer trend and how the brand aims to address it through the introduction of Cadbury Dairy Milk Lickables.
Inside every Cadbury Dairy Milk Lickables pack is the delicious Cadbury Dairy Milk that we all love in a unique spoonable format. But wait, there’s more – it also comes with an exciting themed prize toy inside which changes periodically to create more excitement.
The introduction of Cadbury Dairy Milk Lickablesmarks the snacks Company’s first entry into the parent-to-child chocolate segment here in the Philippines, and also in Indonesia and Malaysia. Parent-to-child is a segment of snacks which are meant to be enjoyed together by parents and their children.
“Southeast Asia (SEA) has some of the most dynamic, diverse and fast-growing economies in the region,” explains Vikram Karwal, Associate Director for Marketing – Chocolates Category of Mondelēz International. “Mondelēz International is committed to grow and invest in SEA as one of the priority growth markets in the region. Our Company is one of the leading players in the chocolate category in SEA and we hold the #1 position in Malaysia.”
“With the launch of Cadbury Dairy Milk Lickables in our markets in SEA, we continue to drive growth by expanding into white spaces while stepping up support for our Power Brands and key innovation platforms,” he ends.
The Company has noted that the growing population of middle-class consumers now demands products and formats that fit their lives and their growing families. In the Philippines, insights have shown that this trend creates a strong interest in spending more time with their families, something that the mom guests could relate to.
“Parents’ lives have grown to be hectic because they serve as the decision makers for the household while also working hard for their family. Their interests lie in spending time with their children, who come first in their priorities,” says Amante. She also added that this has led consumers to seek out products which go beyond the first bite. “This is why Mondelez Philippines continues to create meaningful innovations to turn ordinary moments into joyful experiences, just like with Cadbury Dairy Milk Lickables,” she said.
The Company went all out to generate excitement for the Filipino families for the launch of the product earlier this year. This was done by leveraging on social media and the internet, which are key touchpoints in most Filipinos’ lives. Likewise, the product’s unique look and feel of a spaceship played a huge role during the launch. “UFO sightings” of the product across Manila before the launch were created to encourage buzz online. A new and exciting product combined with innovative marketing ideas made for a huge splash among parents and their kids.