Cadburys relaunches Bournville chocolates

Bournville, a much neglected dark chocolate bar from Cadburys' has been relaunched as a new category of dark chocolates in India.

"Dark chocolate is one of the fastest growing categories abroad. However, in India, it is still in a nascent stage.

Thus, we are almost doing category creation with this launch," said Sanjay Purohit , executive director- marketing and international business, Cadbury India.

In terms of marketing, Purohit said, "Since we are launching this as a new category, a lot of sampling will be required. Besides traditional media campaign, there will be below-the-line activities. For example, there will be dark chocolate nights and dark chocolate and wine nights organised in various hotels. We have created small packs especially for sampling."

The creatives will be handled by O&M and are expected to be released in November.  The chocolate is available in four variants - rich cocoa, hazelnut, almond and raisin and nut and plans to target the 20-30 age bracket. It will be launched in top 20 cities.