Key Summary
- Three new Cadbury Bournville flavours bring 117-year-old brand up to date
- Campaign encourages chocolate shoppers to add dark chocolate to their milk chocolate repertoire
- Supported by OOH, TV, Radio, Social and shopper marketing from August until October
Cadbury Bournville is hitting shelves this summer with a new modernised design across the full range, including the number one dark chocolate SKU, Cadbury Bournville 180g, as well as introducing two new flavours, Salted Caramel and Chopped Hazelnut. The re-launch is being backed by a 360o campaign designed to make dark chocolate more accessible, by taking a tongue in cheek glance at the perceived pretentiousness often associated with dark chocolate, while the brand’s new, modernised look is designed to standout on shelf.
Dark chocolate is deeply rooted in the history of Cadbury. The brand’s first eating chocolate was actually dark chocolate, which launched in 1867. The Cadbury Bournville brand was launched in 1908, with the bold red and gold branding which has been consistent over the last 117 years. Cadbury Bournville continues to deliver its delicious rich taste which has defined it for over a century. As a nod to this heritage, the brand is adding the Cadbury Bournville B from its original 1908 packaging onto each individual chocolate block.
Cadbury Bournville is challenging consumers to think differently about dark chocolate. Many consumers consider dark chocolate to be somewhat inaccessible due to its premium messaging and bitter taste profile. However, Cadbury Bournville’s campaign looks to highlight that dark chocolate isn’t just for a "sophisticated" palate, but can be enjoyed every day, by everyone.
The campaign aims to encourage chocolate shoppers to add dark chocolate to their milk chocolate repertoire. Shoppers who purchase across both segments have the highest value to the category – despite only making up 25 per cent of UK households, so there is a clear opportunity for retailers to increase basket spend.
The introduction of two new variants also looks to broaden the brand’s appeal, by adding Bournville Chopped Hazelnut and Bournville Salted Caramel to the range. Extensive research and development have determined that these are consumers’ preferred flavours of the new Bournville range, delivering excitement with NPD from a brand that they already know and trust.
“Our first campaign in over fifty years aims to cut through the pretentiousness and complexity often associated with the dark chocolate market and communicates that Cadbury Bournville is an accessible, smooth dark chocolate that everyone can enjoy, without the fuss," said Valerie Doeringer, Brand Manager for Cadbury Bournville. The modernised new look of our range, alongside the introduction of our Salted Caramel and Chopped Hazelnut NPD, help us to drive excitement in the segment, and invite more consumes to discover the smooth taste of Cadbury Bournville.”
The brand refresh and NPD launch will be supported by OOH, TV, Radio, Social and shopper marketing starting in August and running until October.