| Britannia Bourbon
2010 REBRAND 100 Winners > notable
Industry: Food
Component Rebrand
Country Base: India
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Bourbon is one of the prominent & original products from Britannia Industries – the confectionery giant in India. As a product, Britannia Bourbon has always been loved and has had a very high recall of taste & look among consumers. It is the ultimate word in experience and taste.
Challenge - For many years, Bourbon was placed under the ‘Treat’ portfolio in Britannia. Treat is essentially a kids indulgence brand whereas Bourbon goes in the adolescent / adult indulgence category.
• The naming and positioning needed to be aligned to its audience
• The brand needed to be given due place of pride, rejuvenation and a face-lift to match the quality of the product experience
• It needed to reflect the attitude of the target consumer and to be launched as a category in its own right
Strategy - The strategy was to study the target consumer psyche, their buying patterns and lifestyle that could be reflected on the pack. The study showed that Youth seek independence, believe in self-centered satiation, want brands that enhance their lifestyle, and also get some flaunt value from the brand. The Bourbon consumer is someone who is growing out of chocolate and yet still loves the taste of chocolate.
The continuous flow of chocolate with graphics of wild chocolate rhapsody was created to show the sensorial delight that goes beyond the taste - like the smell of chocolate, visual memory of chocolate cream oozing out, and sprinkled sugar on the tongue.
Result - After its launch, the new Britannia Bourbon has received an overwhelming response and many ‘me too’ products attempting to compete have also appeared in the market.
Credits:
Client: Britannia Industries Bourbon - www.britindia.com
Brand Strategists/Designers: Elephant Strategy + Design - www.elephantdesign.com
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