Cadbury Bournville is rolling out a new modernised design across its full chocolate range, as well as introducing two new flavours, Salted Caramel and Chopped Hazelnut.
The re-launch is being backed by a 360-degree campaign designed to make dark chocolate more accessible by taking a tongue-in-cheek glance at the perceived pretentiousness often associated with the product.
The Cadbury Bournville brand was launched in 1908, with its distinctive red and gold branding remaining consistent for the last 117 years. 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 aiming to challenge 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. The brand noted that shoppers who purchase across both segments have the highest value to the category – despite only making up 25% 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.
Valerie Doeringer, Brand Manager for Cadbury Bournville, said: “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.
“The modernised new look of our range, alongside the introduction of our Salted Caramel and Chopped Hazelnut NPD, helps us to drive excitement in the segment, and invite more consumers 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 until October.
