Cadbury has unveiled a major new brand campaign for its dark chocolate brand, Bournville – the first in almost 50 years. The campaign marks the product’s return to advertising and introduces a new brand platform: ‘Made to be enjoyed, not endured’.
The punchy campaign positions Bournville as the antithesis of bitter hard-to-enjoy dark chocolate. At the heart of the campaign is a comic film that follows two puffed-up dark chocolate aficionados locked in a game of escalating one-upmanship, trading obscure cacao origins and elaborate tasting notes. While they spar over complex tasting notes of their artisanal bars, a Bournville fan quietly enjoys a chunk of smooth, simple dark chocolate – entirely unimpressed.
The result is a hilariously sharp and self-aware film that flips category conventions on their head and firmly positions Bournville as the antidote to dark chocolate elitism.
Alongside the 30” spot, a longer 90” version was produced to land even more laughs. The campaign will roll out across out-of-home, radio, YouTube, video-on-demand and social, with distinctive red-and-white Bournville branding and bold typographic headlines that highlight the simple pleasure of the chocolate itself.
The OOH posters spotlight an oversized, glossy chunk of Bournville chocolate, set against a striking red background – celebrating the brand’s unmistakable heritage with a refreshed, vintage-modern look.
“This work is a confident reappraisal of a chocolate that’s been quietly loved for decades. Part of Cadbury, Bournville is a fabric of the nation brand” Elise Burditt, senior marketing director at Mondelez, said.
“With this campaign, we’re bringing Bournville back into the national conversation but in a way that reflects the times. We’re excited for the nation to see Bournville in a whole new light.”
The campaign is live from 18 August and will run across the UK. It follows the recent launch of two new Cadbury Bournville flavours, Salted Caramel and Chopped Hazelnut. The introduction of two new variants looks to broaden the brand’s appeal and drive excitement in the category.