Cadbury's Dark Truth

In a novel marketing strategy,Cadbury India is using social media marketing to strenghten and promote it's premier dark chocolate brand Bournville.

Cadbury has created a blog titled The Dark Truth,authored by a fictional character named Old Hound.Another fictional character Mark,a childhood pal of Old Hound is told to go missing after he ate Bournville.While searching for him, Old Hound receives a clue that if he collects 100 stories about people receiving something only after they have earned it, he will come to know where Mark is. The story is still in the process. A nice brand furnishing strategy that is likey to keep the target audience hooked.