Cadbury India has relaunched Cadbury Bournville Fine Dark Chocolate. With this move, the company aims to launch 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. There is less than 25% awareness amongst the SEC A segment. Thus, we are almost doing category creation with this launch," said Sanjay Purohit (pictured), 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."
O&M will handle the creative account for Bournville and a campaign is expected to break in November. There will also be a microsite: www.bournville.in. The chocolate is available in four variants: rich cocoa, hazelnut, almond and raisin and nut and plans to target SEC A, 20-30 age bracket. It will be launched in top 20 cities.