Rolling out a new way to enjoy Bournville Dark Chocolate
BRITISH chocolate giant Cadbury has unveiled a new look across its Bournville Dark Chocolate range, complete with a modern redesign and new flavours for consumers to sink their teeth into.
The modernised design will run across the entire Cadbury Bournville range as well as the two new variants Salted Caramel and Chopped Hazelnut.
The relaunch is also backed by a marketing campaign with the aim to make dark chocolate a more accessible option for consumers with a tongue-in-cheek approach at the perceived “pretentiousness” of the chocolate, says parent firm Mondelēz International. This will help encourage more shoppers to pick up and trial dark chocolate for themselves, reckons Mondelēz.
First introduced in 1908, the Cadbury Bournville brand has been consistently associated with a gold and red colouring across its packs for the last 117 years and, in a nod to this heritage, the brand is adding the iconic Cadbury Bournville ‘B’ from its original 1908 packaging onto each individual chocolate block.
As part of this relaunch, Cadbury is challenging consumers to think differently about dark chocolate as many shoppers would see the format as more inaccessible due to its more premium messaging and bitter taste profile.
However, Cadbury Bournville aims to take a lighter approach to dark chocolate and highlight that it isn’t just for a “sophisticated palate”, but can be enjoyed by everyone.
Further to this, the introduction of two new flavours to the range, in Chopped Hazelnut and Salted Caramel, will help to build more appeal with the Bournville range and deliver some extra excitement in the chocolate category.
The brand refresh and NPD launch will be supported across OOH, TV, radio, social and shopper marketing running from August to October.
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, help us to drive excitement in the segment, and invite more consumes to discover the smooth taste of Cadbury Bournville.”
