Cadbury has unveiled a 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 campaign, featuring a 30-second spot and a longer 90-second version, will roll out across out-of-home, radio, YouTube, video-on-demand and social.
Meanwhile, OOH posters will spotlight an oversized, glossy chunk of Bournville chocolate, set against a red background – celebrating the brand’s heritage with a refreshed, vintage-modern look.
Elise Burditt, Senior Marketing Director at Mondelez, said: “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. 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 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.
