Cadbury Bournville Tradition for India Relaunch
Cadbury India is launching Bournville Fine Dark Chocolate with a television commercial featuring Bournville, the model village designed by the Cadbury Family in Birmingham, UK.
A television travel host, played by American actor Brett Stimely, introduces viewers to Bournville, the English village on the south side of Birmingham, where Cadbury developed the dark chocolate branded as Bournville. He fills us in on the local tradition of opening the bar carefully, closely hearing the snap and appreciating the aroma. The presenter is picked up by a giant bird when he mocks the local custom of asking “Have your earned it?” before eating the chocolate, a sequence found in the earlier Giant Fruit bat spot in the Altoids Altoidia campaign.
Click on the image below to play the video in YouTube (HD)
The Bournville campaign was developed at Ogilvy & Mather Mumbai by executive creative director Abhijit Avasthi, creatives Manoj Shetty, Sidhartha Dutta and Sreejith Kodoth.
The team behind the interactive site, www.bournville.in, included Prasanna Kulkarni, Navin Kansal, Anand Gharat and Sony Varghese.
Filming was shot in Stockholm by Kalle Hellzen via Acne Film, Stockholm.
Abhijit Avasthi, executive creative director, South Asia, Ogilvy & Mather provides some of the thinking behind the campaign…
“The brief was to launch Bournville, the fine dark British chocolate meant for the discerning connoisseur. Typically, consumers buy ultra-premium products on imagery which derives from legend, pedigree and rituals around the product. There are products that you pick as and when you feel like, and then there are those, a la Single Malts, you treat yourself to only on very special occasions. ‘You don’t just buy a Bournville, you earn it’ builds on this insight. And comeuppance awaits the non-believers of this legend!”