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Mondelez India unveils its new brand'Cadbury Fuse'

By VJ Media Bureau | Vjmedia Works | September 29, 2016

Cadbury Fuse will be first available on e-commerce platform Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months.

Mondelez India announced the launch of its new brand Cadbury Fuse, a premium product in the countline category. Cadbury Fuse is a fusion of crunchy peanuts, smooth caramel and a creamy center, all coated in rich Cadbury milk chocolate. “The launch of Cadbury Fuse, an exciting new brand will mark our journey of premiumization in the countline space. Globally, the impulse countline market is 9 times the size of impulse tablets market. Our Cadbury Dairy Milk Silk revolutionized tablets which is defined for the “For Us” need state. With a growing consumer trend of individualistic consumption and indulgence, we are now ready with a mix that will change the countline in the “For Me” need state. This product has been developed by our global teams based on deep insights on the changing Indian consumer,” said Prashant Peres, Director - Marketing (Chocolates), Mondelez India.

The launch of Cadbury Fuse will be supported by a 360-degree communication campaign,  which will include a new TVC, innovative Outdoor & Digital campaigns, strong in-store visibility and extensive sampling, targeting the brand’s core audience – urban youth. Drawing on the brand's equity, the Cadbury Fuse packaging has distinctive purple with pink and white stripes which gives it a vibrant look that will make it stand out on the shelf. Cadbury Fuse will be first available on e-commerce platform Snapdeal, followed by 100,000 traditional trade and modern trade stores in three months.

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