Cadbury has launched a major new brand campaign for Bournville – its first in almost five decades – under the platform ‘Made to be enjoyed, not endured’.
The campaign positions Bournville as the antidote to bitter, hard-to-enjoy dark chocolate. Its lead film features two self-important chocolate aficionados trading elaborate tasting notes, while a Bournville fan quietly enjoys a chunk of smooth dark chocolate, unimpressed by the pretension.
A 30-second version of the ad is airing across out-of-home, radio, YouTube, video-on-demand and social, alongside a longer 90-second cut. The campaign features bold red-and-white branding and typographic headlines, with out-of-home posters spotlighting a chunk of chocolate against a red backdrop.
The nationwide campaign follows the launch of two new Bournville variants – Salted Caramel and Chopped Hazelnut – aimed at broadening the brand’s appeal.
