Cadbury Bournville has launched a new modernised design across its full range and introduced two new flavours, Salted Caramel and Chopped Hazelnut.
The relaunch is backed by a comprehensive marketing effort, designed to make the brand more accessible by taking a tongue-in-cheek look at the perceived pretentiousness around dark chocolate. The campaign – Bournville’s first major marketing push since 1970 – includes out-of-home, TV, radio, social media and shopper marketing activities running from now until October.
The Bournville brand was launched in 1908, with red and gold branding which has been consistent over the last 117 years. As a nod to this heritage, the brand is adding the Bournville ‘B’ from its original 1908 packaging onto each individual chocolate block.
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. Extensive research and development have determined that these are consumers’ preferred flavours of the new Bournville range.
