Cadbury Bournville Launch Campaign
Strategy
Creative Lead
Art Direction
Packaging Design
Cadbury wanted to launch Bournville, India's first dark chocolate brand. The problem was that the Indian palette was used to sweet and creamy chocolate. Dark chocolate, with its bitter notes, was an unfamiliar taste.
Selling bitter dark chocolate was going to be a hard task. And to make it even harder, Bournville chocolate was significantly more expensive than a regular bar of chocolate. If Bournville were to become a success in India, it would have to justify the premium.
We realised the story was in the ingredient list. the finest cocoa in the world, sourced exclusively from Ghana. This wasn't just any chocolate bar, it was something special. It deserved to be a reward. This insight led to the proposition: "You don't buy a Bournville, you earn it."
It was both a challenge and an aspiration. It positioned the chocolate as a reward, a goal. It justified the price, the unique taste, and elevated the experience, and most importantly, it elevated the brand itself.
I worked on the brand from the inception stage, allowing me to set the brand proposition and define the brand visual language, designing the packaging, as well as an integrated launch campaign. In the next 3 years, I played an integral part of team Ogilvy building the Cadbury Bournville brand and helped increase the market share of Cadbury Bournville year on year.
Inflight Activation
The Cadbury Bournville is a premium chocolate, so our target audience would be upper-middle class and are very likely to be frequent fliers. And the best place to talk to them was while they were strapped in and ready to fly. The safety demonstration, the point at which all the fliers were focused on the air hostess, became our stage. Just after the safety instructions, she presented a step-by-step guide to savouring Bournville,spoofing the safety instructions.
Passengers were then offered product samples and literature.
It was unexpected, playful, and got people talking.
You have earned it trophy
The brand proposition was a genuine 360 idea that fit seamlessly into even the smallest communication asset related to Bournville including the trophy awarded to the ‘Best Sales Team of Cadbury’. The trophy was designed to reward the winner with a bar of Bournville, because they had “earned it”. ”
