Case Study Bournville

CANDID MARKETING

Background

Cadbury had launched their new ATL campaign wherein emphasis was laid on how Bournville is made from rich Ghanaian Cocoa beans and that only the chosen beans go into the making of a Bournville bar. An on-ground activation needed to

be created to support the ATL campaign.

Aim/Measurable Objectives
To educate TG about how Bournville is made using rich Ghanaian Cocoa beans &
Drive sampling Driving trials through experiential sampling with the core TG

Strategic Insights
Strategy
The strategy was planned in such a manner that it replicated the core ATL proposition on ground and maintained consistency in communication to the target market. This was done by designing a corporate contact program to the right target audience. Concept The TG was approached & educated about the Original Ghana Cocoa Bean (in line with the Chosen One ATL campaign) and introduced to the concept of best quality beans. They were then engaged in small games & were asked to identify the Chosen Ones from a velvet pouch which had around 75 beans. 20 of the beans were already painted with Chosen Ones. On identification of all 20 beans (in 1 min.) the winners earned a souvenir i.e. their name engraved on a cocoa bean in a Bournville branded box.

Strategic Insights
Branding

The branding was done strategically inside chosen corporate offices using elements
like backdrop, promo tables & standees.

Actual Impact/Outcome

Over 6800 pax were approached across 20 corporates in Mumbai & Delhi (10 in each city)

Challenges/Difficulties in Execution
The challenge was to create a concept which communicates the core proposition

of the brand on ground in the most simplest yet effective manner Credits Strategy & Execution
Team Candid was involved in planning, conceptualising and designing the onground campaign with the Brand team right from the beginning. End to end management of activation was the responsibility of the Candid team.

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