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Cadbury's unveils a dark secret with ‘Bournville’; gets creative help from O&M

09-October-2008
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Cadbury's unveils a dark secret with ‘Bournville’; gets creative help from O&M

Cadbury India Ltd has re-launched its ‘Bournville’ brand in a dark chocolate avatar. Ogilvy & Mather is the creative agency on the business, which has also worked on the design and packaging for the new variant.

Sanjay Purohit, Executive Director, Marketing & International Business, Cadbury India, explained, “The existing space in dark chocolate in India is virtually absent. We had introduced the ‘Temptations’ range, which was an intense form of milk chocolate, but not in dark variant. As the consumer markets evolve, so do tastes.”

The new ‘Bournville’ variant will cater to the evolving consumer preferences and serve as a treat for consumers.

Anand Kripalu, Managing Director - Indian Sub-continent, Cadbury Ltd, in a press statement said, “This launch is our commitment to innovation and to meet the ever-changing consumer needs in our market. The dark chocolate category will grow strongly in the coming years because of its sophisticated taste and health benefits, and Bournville is our special offering to capture this opportunity.”

Cadbury with the help of its creative agency, O&M, will initiate a category building campaign for Bournville dark chocolate in November. The campaign will entail national advertising on television, print, sampling events in malls, etc. A special microsite www.bournville.in will be created to augment consumer interaction with the brand.

Beginning this month, the Bournville will appear on shelves in modern retail outlets across major cities in the country. The product is available in four variants – Rich Cocoa, Almond, Hazelnut and Raisin & Nut – and will retail at Rs 75 for an 80-90 gm bar.

Dark chocolate has 44 per cent cocoa. As per research, dark chocolate acts as a mood-booster by boosting serotonin and endorphin levels that generate the feel-good factor.

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