Cadbury's brand campaign for Bournville
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This study outlines Cadbury Bournville's new BTL campaign wherein emphasis was laid on how Bournville is made from rich Ghanaian Cocoa beans and that only the 'chosen beans' go into the making of a Bournville bar. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html
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Cadbury's brand campaign for Bournville
- 2. Background Cadbury had launched their new ATL campaign wherein emphasis was laid on how Bournville is made from rich Ghanaian Cocoa beans and that only the „chosen beans‟ go into the making of a Bournville bar. An on-ground activation needed to be created to support the ATL campaign. Aim/Measurable Objectives To educate TG about how Bournville is made using rich Ghanaian Cocoa beans & Drive sampling Driving trials through experiential sampling with the core TG
- 3. Strategic Insights Strategy The strategy was planned in such a manner that it replicated the core ATL proposition on ground and maintained consistency in communication to the target market. This was done by designing a corporate contact program to the right target audience. Concept The TG was approached & educated about the “Original Ghana Cocoa Bean” (in line with the “Chosen One” ATL campaign) and introduced to the concept of best quality beans. They were then engaged in small games & were asked to identify the “Chosen Ones” from a velvet pouch which had around 75 beans. 20 of the beans were already painted with “Chosen Ones”. On identification of all 20 beans (in 1 min.) the winners earned a souvenir i.e. their name engraved on a cocoa bean in a Bournville branded box. Branding The branding was done strategically inside chosen corporate offices using elements like backdrop, promo tables & standees.
- 4. Actual Impact/Outcome Over 6800 pax were approached across 20 corporates in Mumbai & Delhi (10 in each city) Challenges/Difficulties in Execution The challenge was to create a concept which communicates the core proposition of the brand ‘on ground’ in the most simplest yet effective manner Credits – Strategy & Execution Team Candid was involved in planning, conceptualising and designing the on-ground campaign with the Brand team right from the beginning. End to end management of activation was the responsibility of the Candid team.
- 9. C S S UD E A E T IS