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Dec, 23 2015

Cadbury Bournville refreshes its pack design

The 50% Dark Cadbury Bournville comes in a refreshed packaging and a revamped avatar to deliver decadence in every bite.

Nusra

To remind a busy executive or a home maker to take out time for unwinding, Mondelez India, a part of Mondelēz International (NASDAQ: MDLZ), the global snacking and food company, re-introduces Cadbury Bournville.

Crafted from fine quality cocoa, carefully selected and refined to deliver an elegantly smooth, dark chocolate experience that captivates the senses with lingering cocoa character, that will set the mood right and add that extra flavor and delight to ‘personal unwind time’, at the end of each day.

Whether you unwind with soulful music or transcend to a different era with a classic novel, new Cadbury Bournville is your perfect unwind partner. The 50% Dark Cadbury Bournville comes in a refreshed packaging and a revamped avatar to deliver decadence in every bite. “We realize the importance of an individual’s unwinds time and we want people to celebrate this end of day routine and reward themselves. By introducing Cadbury Bournville as the perfect unwind partner, we hope to enhance this experience for our consumers. We are confident that the rich & irresistible taste of the Cadbury Bournville will heighten your senses and the lingering after-taste will leave you craving for more wind down moments.” said Prashant Peres, Director – Marketing (Chocolates), Mondelez India.

MondelÄ“z International has the strong credential in space of Chocolates; and is the maker of some of the leading Global Dark Chocolate brands in the world, like Cote O’Dor and Green & Black. Mondelez India is the pioneer of the dark chocolate culture in India and strives to take it a notch higher by bringing the best international recipes and concoctions to suit the Indian palate.

Dark Chocolate is still a nascent category and we believe that the current positioning will help us establish the end of the day occasion which will eventually lead into developing the Dark Chocolate category in India

With a structured aim at targeting the Cadbury Bournville’s core target audience (25 – 35 years, Urban affluent), this campaign will be supported by a new TVC, extensive sampling, outdoor advertising & interesting digital engagements. The creative agency for this campaign is Ogilvy & Mather; digital & media agency is Pinnacle (Madison).

The dark chocolate delight comes in 3 variants – Rich Cocoa, Raising and Nut & Cranberry. Enjoy this with your coffee, nibble on it as you read or simply relish the dark and luscious taste as you sit to unwind at the end of the day. The new Cadbury Bournville is available across all leading stores in India.

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