Summary
- Campaign: Don’t Rush It
- Product: Cadbury Bournville chocolate
- Target Audience: Adult chocolate consumers, particularly those who appreciate dark chocolate
- Goal: Position Bournville as a chocolate to be savored and enjoyed slowly, emphasizing its rich and complex flavors
- Key Element: Humorous portrayal of a heist scenario where the focus shifts to savoring Bournville.
Savor the Moment: Cadbury Bournville’s “Don’t Rush It”
Cadbury Bournville’s “Don’t Rush It” campaign took a humorous approach to encourage consumers to slow down and appreciate life’s little moments. The campaign’s central message was that Bournville, with its rich and complex flavors, is a chocolate that deserves to be savored, not rushed.
The ads depict a group of thieves in the midst of a carefully planned heist. The tension is palpable, and every second counts. However, one of the robbers takes a moment to indulge in a piece of Bournville. As he slowly savors the rich dark chocolate, the heist comes to a complete standstill. The other robbers, cops are waiting for the him to complete his indulgence of the chocolate.
As Nitin Saini, Vice President, Marketing, Mondelez India, explained, “With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savor the richness of their moments… After all, the most memorable moments are the ones that are unrushed.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added, “When you think of some of the most unique and witty advertising, Bournville definitely features at the top. We wanted to take it a notch up with this new campaign while maintaining the premium, international imagery that Bournville is known for… We wanted Bournville to make Dark chocolate desirable in India, which is predominantly a milk chocolate market. The film is a perfect mix of high-octane thriller with a humorous twist that dramatizes the fact that Bournville’s Intense taste is best savoured bit by bit and therefore can’t be rushed.”
By using humor, Cadbury Bournville wants to connect with its target audience. The campaign is helping solidify Bournville’s image as a premium dark chocolate that is best enjoyed slowly and mindfully.
