Ads:Cadburys Bournville, Interesting Positioning Strategy

A very interesting and offbeat ad for Cadburys Bournville the dark chocolates but done completely in English and in a British style and with a brilliant tag line "Have you earned it".Bournville is the name of a model village in England the village was set up by Cadbury when they relocated their chocolate factory there.

Positioning & Marketing Strategy

Dark Chocolate is the fastest growing in the confectionary category globally…growing at 13% year on year and hence this push.The brands has a tag line that says that one has to EARN this chocolate and not just buy it , referring to the quality of this chocolate. The brand is retailed for Rs 75 for 80 gms and is aiming for the 20-30 yr old SEC A segment who are passionate chocolate eaters and for whom chocolate eating is an indulgence and thus the british style advertising. This is a chocolate that one will indulge when they feel like indulging since paying 75 bucks for a chocolate will bring a special feeling. Because this product tastes differently from ordinary milk chocolates and also because of the price , the brand will appeal to a select niche.They also have microsite  for the brand.Enjoy the ad