“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.
“Being the pioneer of chocolates in the country, we have launched multiple successful formats over the years. Our recent successes include India’s first center-filled, India’s first aerated chocolate and uniquely molded tablets. We now have a one of its kind countline bar made using extrusion technology, a first in India,” added Mr. Peres.
The launch of Cadbury Fuse will be supported by a 360-degree communication campaign, designed to demonstrate the superior FEAST experience, 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 – who are always on the move and constantly looking for a quick snack, that will not just satisfy their craving but give them the Chocolaty FEAST experience.
Drawing on our Cadbury 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 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. Priced at Rs. 20 and Rs. 35, Cadbury Fuse is all set to give consumers an unforgettable Chocolaty FEAST.
