by Cadbury

Cadbury Silk aimed to celebrate young love in India discreetly, leveraging Valentine’s Day as a key sales opportunity. Their innovative “Silk Secret Messages” campaign allowed lovers to declare their affection through augmented reality. By scanning Cadbury Silk packs, users personalized messages and shared secret links that transformed Silk advertisements into private love notes. This approach catered to India’s cultural nuances, where teenage romances are often kept hidden. The strategy involved extensive digital, print, and influencer marketing, achieving significant results: over 1.5 million secret messages shared, 2.1 million site visits, 1000+ million impressions, 27% sales growth, and $1 million in earned media, marking a successful and impactful campaign.