Only the best Ghanaian cocoa goes into making a Bournville

Cadbury launches new refreshing TVC for Bournville Fine Dark Chocolate

Mumbai, August 30, 2011: Cadbury India today launched a new campaign for Cadbury Bournville Fine Dark Chocolate. Hailed as Cadbury's answer to the emerging market of luxury chocolates, Cadbury had first unveiled Bournville – the Indian formula of dark chocolate in 2009.

This new campaign highlights the fact that Cadbury Bournville is made from the finest Ghanaian Cocoa Beans thus reiterating that one needs to earn a Bournville.

Made from the finest ingredients, each individually presented Cadbury Bournville is an irresistible in-the-mouth delight specially created to cater to the Indian palate. With 44% cocoa, Cadbury Bournville is made from the world's finest Ghanaian cocoa beans.
  • Cadbury Bournville Fine Dark Chocolate is made from the world's finest Ghanaian cocoa beans with 44% cocoa
  • Cadbury Bournville is an irresistible in-the-mouth delight specially created to cater to the Indian palate

Baurnville

Speaking about the campaign, V. Chandramouli, Director – Strategy and Snacking, Cadbury India said, "Bournville has been around for three years in the Indian market and established itself as a fine dark chocolate. Similar to wine, the origin of the ingredient and strictness of process contribute to the superior taste of dark chocolate. Informing the consumer about this not only reassures him/her but also adds an aura of exclusivity around consumption habits. Therefore, the current campaign is a straight forward ingredient story but told in an unusual way. While the information provided by the campaign defines the product and the product category better, the tone emphasizes the quirky nature of the brand communication."

The commercial has been filmed in Johannesburg and Durban. The TVC opens with a shot of a SUV parked next to a small house in a village. Inside the house, an international expert is seen evaluating a cocoa bean with watchmaker's loupe, as a group of farmers huddled before his table and look on, expectantly. The expert, who is scrutinizing each of the Ghanaian cocoa bean carefully, rejects one of them and keeps it aside. As the expert packs the selected cocoa beans in a titanium briefcase a loud crying sound is heard. The expert and the farmers are puzzled but soon realize that the sound came from the lone bean on the table. The expert asks the farmer chief to apologies to the bean. But just as the chief starts talking to the bean in Ghanaian, a henchman whacks the bean off the table. There is collective shock in the room with only the sound of the henchman grinning. The TVC ends with a voice over stating - "Only the best Ghanaian cocoa goes into a Bournville. Maybe that's why you have to earn it."

Ogilvy & Mather Advertising has created the new commercial. It will be supported by a 360 campaign to intensify engagement with consumers through print and digital medium.