Bournville Design & Branding BOURNVILLE LIMITED EDITION PACKS by Ogilvy & Mather Mumbai

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BOURNVILLE LIMITED EDITION PACKS

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Industry Chocolate
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Vijay Sawant, Manoj Shetty
Photographer Swanand Joshi
Typographer Pramod Chavan
Illustrator Deelip Khomane
Released April 2012

Credits & Description

Category: ii. Core FMCG
Advertiser: CADBURY
Product/Service: BOURNVILLE
Agency: OGILVY & MATHER
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Vijay Sawant (Ogilvy & Mather)
Executive Creative Director: Manoj Shetty (Ogilvy & Mather)
Senior Visualiser: Aditya Mehta (Ogilvy & Mather)
Typographer: Pramod Chavan (Ogilvy & Mather)
Illustrator: Deelip Khomane (Khomane)
Account Management: Pratik Udhwani (Ogilvy & Mather)
Photographer: Swanand Joshi (Swanand Joshi Photography)
Media placement: Direct Mailing - Cadbury India - 04/04/2012

Describe the brief from the client
In March 2012, during appraisals, Cadbury India wanted to do something special for their employees. Apart from words of praise, they wanted to make them feel that they have earned their promotion.

Describe the challenges and key objectives
The idea was to introduce a special limited edition Bournville pack with the key message being 'You've earned it'. Special packaging required special materials, from expensive grease-proof paper to an original wax seal, a stamp and a tape. Each pack was wrapped and sealed by hand.

Describe how you arrived at the final design
A limited edition set of 3 Bournville chocolates, each carefully wrapped and sealed by hand in special paper, were given out to Cadbury India employees along with their increment letters. All 3 packs unwrapped to long-copy posters to tell a unique story explaining Bournville’s tagline - ‘You don’t buy a Bournville, you earn it’.

Give some indication of how successful the outcome was in the market
The limited edition packs were an instant hit. Along with their promotions, employees felt special by having earned these exclusive packs. Many pinned up the posters on their softboards and few even got them framed. Bournville was re-established as a premium fine dark chocolate in its category.