Evolving with the times

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: But times have changed and child-ren take most of the decisions concerning themselves.”

This led to the realisation that the brand needs to reinvent itself to maintain a strong connect with kids. With this objective, Bournvita was re-launched with a completely new identity in 2001. In its new avatar, the brand had a bold logo, trendy packaging and better pack graphics. Post relaunch, the brand witnessed high growth rates, bucking the stagnancy in the category and achieved market leadership in the north and the west, which it still maintains. “It has become extremely important to appeal to the consumer and not just the buyer. Bournvita isn’t getting younger with time, it has just started talking to its primary audience more often,” adds Shetty.

But the job wasn’t done yet. And it was time to expand the franchise. So in 2006, Bournvita dawned a new look and launched a new variant, Bournvita 5 Star Magic, which was supported by fresh communication. Explains Sanjay Purohit, head of marketing, Cadbury India, “One of our key observations was that consumers respond more positively to the names and brands that already exist in their mind space. Our power brand 5 Star was a natural choice when we wanted to add a novel flavour to Bournvita that would translate into identifiable taste with added fun for the consumers.”

The new Bournvita jar has an international, trendy and confident look conveyed through its unique shape and the lid—described variously as sunrise or a bikers helmet among other things—stands for strength and confidence.

This was followed up with one of its most successful campaigns in recent times dubbed Achievers. The campaign is aimed to drive ‘Bournvita Confidence’ as an advantage that the Bournvita kid has, using ‘achievers’ to endorse the claim. This campaign was preceded by a series of three testimonial ads wherein achievers from the Cadbury Bournvita Confidence Champion explained what confidence meant in their lives and hence what ‘Bournvita Confidence’ was all about. Therefore the tagline “Do you have Bournvita Confidence?”

All the ‘achievers’ in both the campaigns were from the Cadbury Bournvita Confidence Champion show hosted on Sony in 2006. The campaign is still on air.