Britannia Pure Magic has introduced Choco Stars, a new chocolate cream biscuit featuring an open-cream format. The biscuit’s design skips the traditional sandwich structure, opting instead for a star-shaped cookie with a chocolate-filled cavity, aiming to redefine how cream biscuits are consumed.
To launch the product, Britannia partnered with The Womb to create a campaign inspired by the zodiac. The campaign includes 12 ads, each representing a star sign and its distinct snacking personality. From the meticulous Virgo to the carefree Sagittarius, the campaign explores how zodiac traits influence the act of eating Choco Stars.
“We wanted to create a product that would break the mold of traditional cream biscuits, and Pure Magic Choco Stars is an exciting new format that brings an extra level of fun and enjoyment to every bite. As the newest addition to our Pure Magic brand, which continues to push the envelope with its innovative chocolate offerings, Choco Stars brings a fresh twist to the choco-bakery experience. Paired with our star sign-themed campaign, we hope to connect with consumers on a deeper level by tapping into the unique personalities and behaviours that make each of us who we are” Amit Doshi, Chief Marketing Officer, Britannia said.
The campaign is not confined to television. It extends to social media, targeting users based on their star signs. The team is banking on the zodiac’s universal appeal to spark conversations and sharing across platforms.
While the product and its campaign are generating buzz, one detail stands out—launching 12 ads simultaneously. It’s a rare marketing feat, perhaps one for the books.
Britannia seems confident that its Choco Stars campaign will carve a niche in the biscuit market while giving consumers a snack that’s both personalised and playful.
“When thinking of interesting ways to eat Choco Stars, someone in the creative team said we can plan 100 interesting ways to eat it…but actually, on deep creative introspection, we figured there are only 12 ways to eat Choco Stars. Because there are only 12 star signs! Ta-da,” Suyash Khabya, Chief Creative Officer, The Womb, said.