In Southeast Asia the Company has seen emerging trends which influence how consumers purchase and enjoy snacks, including shifts in income which lead consumers to seek enhanced product experiences.
To address this growing consumer trend in the area, which is a focus for investment, the Company has launched Cadbury Dairy Milk Lickables in Malaysia and the Philippines. During its product launch in an exclusive event at The Mind Museum in Bonifacio Global City, Taguig, Arlene Amante, Brand Manager for Chocolates of Mondelez Philippines, enthusiastically introduced the product as the Company’s first entry into the growing parent-to-child chocolate segment.
“Lickables combines the well-loved taste of Cadbury Dairy Milk in a unique spoonable format. To delight families, it comes with an exciting themed prize toy inside. The brand is proud to launch Cadbury Dairy Milk Lickables in Southeast Asia with beloved Pokemon character toys too!” Amante explained.
Creating Moments of Joy Through Taste and Experience
In emerging economies like the Philippines and Malaysia, income shifts have challenged the traditional definition of a consumer. Mondelēz International has noted that growing middle-class consumers now demand for products and formats which fit their lives and growing families. They seek enhanced brand experiences which go beyond the first bite.
As for Filipino families, Amante said, “Our insights have shown the trend in income shifts affecting the parent-to child segment. Parents’ lives have grown to be hectic. Because of this, their interests lie in spending time with their family, who still come first in their priorities.” She added, “To address these lifestyle needs, Mondelez Philippines will continue to expand into consumer white spaces or new categories, creating meaningful innovations to turn ordinary moments into joyful experiences, just like with Cadbury Dairy Milk Lickables.”
As a new entry in the Market, particularly in the Philippines, Mondelez Philippines created excitement for Filipino families through teaser campaigns leveraging on social media and the internet, which are key touchpoints in consumers’ lives. Amante announced that in the coming months, the market will see and hear more from Cadbury Dairy Milk Lickables in the channels and mediums they prefer like online, TV, billboards and radio.
“Through brands like Cadbury Dairy Milk Lickables, we invest in creating more moments of joy by bringing together the delicious taste experience and bonding spirit of being with a loved one,” Amante said.
With different Pokemon toy freebies that can be collected and a suggested retail price of P46.50 in the Philippines, Cadbury Dairy Milk Lickables can now be availed at your favorite supermarkets and convenience stores.
