Topics: Cadbury plc, Kraft Foods, Nabisco Pages: 2 (459 words) Published: August 28, 2013
The Journey:
The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavor of Cadbury 5 Star.Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought.  

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign, which was very successful during its time. In the early '90s all brands in the category provided purely physical benefits like nourishment, energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand. In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can, resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'.  

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