Speaking on the launch, Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “With rising disposable incomes, exposure to global cultures and extensive reach of mass media, the Indian consumers have been exposed to a global palette of food experiences. More specifically, recent work with Gen-Z consumers, a key consumer cohort for us, has shown a desire for multi-textured & complex experiences. This has been an important dimension for us as we have thought about our innovations.”
He added, “Be it technology ingredients, or format – we have tried to deliver this consumer need through the innovations in the recent past. Be it Dairy Milk Silk Oreo, 5Star 3D or Fuse. Crispello is yet another milestone in this journey. It combines the much loved Dairy Milk taste with crispy and creamy textures in a unique ready-to-share snappy format. Its snap and share capabilities further reinforce our shared values of togetherness and collective joy.”
The new product is covered with a layer of delicious dairy milk, crunchy wheat crispies and smooth chocolate cream. As one bites in, the chocolate melts in the mouth and the wheat crispies underneath bring in the crispiness. The product is priced at Rs 30.
The launch will be supported by a 360-degree communication campaign that will include a new TVC and outdoor & digital campaigns targeting the brand’s core target audience i.e., youth. On-ground activations at point of sale and sampling at modern trade outlets will also be part of the campaign to drive awareness for the product.
