Cadbury Bournville launched inward 2009 created a novel marketplace seat for premium nighttime chocolate inward Indian market. The construct smartly positioned itself as THE premium chocolate alongside a tagline of " You don't purchase a Bournville , you lot earn it ". The launch too follow upwardly drive effectively conveyed the positioning.
But the 2013 drive comes as a shocker. The construct has ditched the " You accept to earn it " positioning too took on something real peculiar - the novel tagline is " Not too hence Sweet".
The novel tvc is as intriguing.
Watch the novel tvc hither : Bournville tvc
The inquiry is why a construct similar Bournville ditch such a powerful positioning tilt too supersede that alongside a dud !
Not too hence sweetness !! straight off everyone knows nighttime chocolate is non that sweetness too hence inward this ad, what just the construct is conveying - exclusively the way too the construct managing director knows. I presume that this promotion is straight imported from another marketplace seat too seat inward the Indian media without much thought. The promotion is totally disconnected alongside the Indian marketplace seat too fails to evoke anything inward the consumer's mind. At cease of it the inquiry remains " What the heck ?
Saving toll yesteryear killing the construct ?
Related brand
Bournville : You accept to earn it
