Many things have happened, writing a post regularly hasn't. And it isn't even my new year resolution, blame it all on twitter - have been micro-blogging my heart out.
Have just posted some 6 tweets and realised that maybe I should rather write a post on the new Cadbury's Bournville India launch (re-stage/re-launch)
The campaign launches via a , well TVC, what did you think? Click on the link to view it.
Client: Cadbury
Advert title(s): Earn it
Creative Agency (Name, City, Country): Ogilvy & Mather, Mumbai, India
Creative Team - Manoj Shetty, Siddhartha Dutta and Sreejith Kodoth
Interactive Team - Prasanna Kulkarni, Navin Kansal, Anand Gharat and Sony Varghese
source - afaqs
The route is predictable perhaps - dark chocolate - superstitions - international pedigree sub-brand & name, so international feel to the ad. However, it is quite enjoyable, a hark back to some old advertising, the types we don't see around much these days - a kind of going retro thing.
What I also liked is the website, a friend asked me, if it is linked to the ad, and i said, no, but it builds on the brand - http://www.bournville.in
And I really liked the site, although, this bit of 'perspective' on a site has been done before, in fact even in TVCs and I really love this route of story telling - picture in picture in picture - changing perspectives...
However, one small appeal to people in charge of the brand, how difficult is it to sync a couple of things, it is one brand story at the end of the day.
While the ad talks about a legend wherein you need to have 'earned a bournville', not just 'buy it' as part of the steps to savour it,
the section of 'How to savour' on the website has these steps - and no mention of 'earning it'. Sure the TVC is there on the site as a link, but that's about all the sync available.
"This perfect bar of dark chocolate turns the simple act of eating it into a form of art. It demands a certain ritual, not just for connoisseurs but for people who really want to savour good, dark chocolate.
Step1 - Hold the chocolate and delicately peel the top half of the wrapper. One slow circle after another. After you've tempted your eyes long enough, allow them to set their sight on the fine dark chocolate.
Step 2 - Bring the chocolate next to your ear and snap off a single cube. Let its sharp sound resonate inside you, long enough for your eyes to shut unknowingly.
Step 3 - Smell the chocolate before you eat it. Its distinct aroma is a tantalizing invitation to the tongue. It also prepares you for tasting the chocolate. This will enhance your perception of the flavour.
Here's the jar - the ad says, but before you eat it, ask yourself if you've earned it
Step 4 - Place the chocolate on your tongue and allow it to melt by pressing it on the roof of your mouth. The cocoa butter will spread evenly and an evolution of flavours will build up on your palate"
Finally, the website lets you submit your name and email id promising you a challenge if you do so, I did.
Here's the mail from the webmaster -
Hi.
To resume your Bournville journey, simply log on to the site, click on the 'Resume Journey' link and enter this password: .
www.bournville.in
As you can see, no password came, but when I was closing the site, it said, if you want to resume your journey, use this password - 'Flowers'
And when you do click on the resume journey link and enter the password, you start the entire loop of the site again, NO NEW CHALLENGE, as promised.
I don't usually make much of a fuss about many websites, because expectations are low. The point is when you raise expectations with something good, live up to it!
- Posted on: Tue, Jan 6 2009 11:54 AM
