A first for India, Cadbury Perk with Glucose Energy is a new innovation that is aimed to appeal to consumers’ taste buds. Targeted at 14-18 year olds, it is a fun treat which combines energy giving glucose with great chocolate taste.
Since its launch in 1996, Cadbury Perk has been one of Cadbury’s leading brands and a preferred choice for casual snacking with its light chocolate and wafer construct. Over the years, Perk has successfully built a distinct and iconic status for the brand among the youth of India.
Commenting on the launch, Mr. Anand Kripalu, MD, Cadbury India said, “This is the first chocolate in India to contain Glucose. The recipe breakthrough has been made possible by the Cadbury India Science & Technology team.”
The announcer advertisements will be on air from mid-November. Created by Ogilvy & Mather Advertising, it will be centered around the theme of “Naya Perk with Glucose Energy.”
Mr. V. Chandramouli, Executive Director, Strategy, Cadbury India added, “One of the key objectives for the launch is to expand the chocolate category by providing superior value to consumers in the form of taste and price. The added benefit of Glucose, gives consumers more reasons to consume Cadbury Perk. We also want chocolate consumption occasions to be regular amongst non users and thus expand the category.”
With the launch of Perk, Cadbury aims to accelerate market growth by an additional 5% annually. An integrated marketing campaign will be launched in the second week of November to create awareness around the product. The 360-degree marketing communication will encompass TV, Outdoor, tie-ups and sampling activities.
Perk with Glucose Energy consists of crispy wafer enrobed with Cadbury with two pieces in each pack affordably priced at Rs. 2/- for 7.5 gms & Rs.5/- for 21 gms. It will be available at all retail outlets across cities in the country.
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