26 Sep One to Watch: Bournville for the ages
Dark chocolate has officially had a glow-up. Cadbury’s iconic Bournville has stepped out in style with a sleek new design, two indulgent new flavours, and its first big marketing push since checks notes the 1970s. This is a bar that’s stood the test of time, and it shows.
The new packs strike a ‘sweet’ balance between heritage and modern – think that classic red and gold, but with a fresher, more contemporary feel. Look closely and you’ll even spot the iconic, calligraphy-style “B” from Bournville’s 1908 roots embossed on every square. It’s a clever nod to the past while keeping things firmly in the now.
But it’s not just the packaging that’s had a makeover. Joining the line-up are Salted Caramel and Chopped Hazelnut – flavours guaranteed to tempt even the most loyal milk-choc fan away. And with a cheeky new tagline, “Made to be enjoyed, not endured,” Bournville is setting out to prove that dark chocolate doesn’t have to be serious or snobby, it can be smooth, fun and an everyday indulgent.
Backed by a multi-channel campaign spanning TV, radio, outdoor and social, Cadbury is clearly putting serious muscle behind the relaunch. The aim? To win over shoppers who usually stick to milk but are curious enough to dabble.
Bournville’s bold new chapter is sure to be hit with consumers, but will it make waves at the next awards – #CouldItBeProductOfTheYear? With the clock is ticking till entries close, Cadbury better get its skates on!
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