This study outlines Cadbury Bournville's new BTL 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. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html

1. CANDID MARKETING

2. 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

3. 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.
Branding
 The branding was done strategically inside chosen corporate offices using
elements like backdrop, promo tables & standees.

4. 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 on-ground campaign with the Brand team right from the
beginning.
 End to end management of activation was the responsibility of the
Candid team.

5. Activity Pictures

6. Activity Pictures

7. Activity Pictures

8. Activity Pictures

9. C S S UD E
A E T IS