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Seymourpowell Creative Cadbury

Mondelez launches 3D biscuit to grow Cadbury Bournvita brand in India

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By Natalie Mortimer, N/A

September 9, 2016 | 2 min read

Mondelez India is hoping to grow the presence of its Cadbury Bournvita drink brand and has introduced a specially designed 3D biscuit aimed at children to snag a bite of the large market in the country.

Mondelez

Mondelez

The FMCG giant approached design and innovation company, Seymourpowell to create the product, which is aimed at the ‘morning healthy snacking occasion’, an opportunity Mondelez believes will bring together taste and nutrition in the same way as its Bournvita beverage.

Mondelez wanted the shape and form of the biscuit to embody Bournvita’s brand essence of ‘Tan ki shakti Man ki shakti’, meaning ‘vitality of body, vitality of mind’. It also had to be appealing in taste and engage kids when drinking their morning milk, yet also appeal to mothers seeking a healthy and tasty snack in the morning ‘fuel’ occasion.

Seymourpowell senior client director, Bob Scott said that the new design creates stand out in the category by “deliberately challenging the category convention of rectangular forms”.

“The final round design is framed by two elements representing nutrition and progression - graduated building blocks, deliberately reminiscent of Cadbury’s chocolate blocks, imply progression and signal the chocolate taste, while ears of wheat reference the innate nutritional goodness. At the centre is an embossed symbol with the lettering ‘BV’ to represent the Bournvita brand – born out of research that indicated Indian consumers relate strongly to symbols and iconography.”

Seymourpowell Creative Cadbury

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