Cadbury Bournville launched in 2009 created a new market for premium dark chocolate in Indian market. The brand smartly positioned itself as THE premium chocolate with a tagline of " You don't buy a Bournville , you earn it ". The launch and follow up campaign effectively conveyed the positioning.
But the 2013 campaign comes as a shocker. The brand has ditched the " You have to earn it " positioning and took on something very peculiar - the new tagline is " Not so Sweet".
The new tvc is equally intriguing.
Watch the new tvc here : Bournville tvc
The question is why a brand like Bournville ditch such a powerful positioning statement and replace that with a dud !
Not so sweet !! now everyone knows dark chocolate is not that sweet so in this ad, what exactly the brand is conveying - only the agency and the brand manager knows. I presume that this ad is directly imported from some other market and put in the Indian media without much thought. The ad is totally disconnected with the Indian market and fails to evoke anything in the consumer's mind. At end of it the question remains " What the heck ?
Saving cost by killing the brand ?
Bournville : You have to earn it