tag:blogger.com,1999:blog-3665098043609794573.post7880075791729867727..comments2024-03-16T16:27:27.875+05:30Comments on Advertising Opinions: I Have Earned A Bournville! - By Shilpi BoseUnknownnoreply@blogger.comBlogger1125tag:blogger.com,1999:blog-3665098043609794573.post-70331290451642021522011-11-01T19:35:33.216+05:302011-11-01T19:35:33.216+05:30The purpose of the campaign is to draw attention a...The purpose of the campaign is to draw attention and emphasize the superiority of Bournville over ordinary chocolates. Both the TV commercial (TVC), crying cocoa bean, and the press ad have tried to educate the consumers as to what makes Bournville a superior chocolate.<br /><br />The earlier TVC (giant bird carrying the man) merely announced the superiority of Bournville without giving any strong reasons but the current TVC explains the reason why while the press ad ably supports the TVC. Bournville is a superior product and is targeted at the discerning consumer who is prepared to pay a higher price for better quality, the target consumer needs to be given a good reason for trying out Bournville; to my mind the new campaign (crying cocoa bean) has achieved this very effectively.<br /><br />The TVC educates through excellent creativity and humour without showing anyone eating Bournville. The press ad does not use any model; the product is the hero here. The press ad is simple and appealing so much so that one feels the urge to read the body copy. A real mouth-watering ad campaign from Cadbury.Aroop Bose https://www.blogger.com/profile/10454994651875689498noreply@blogger.com