Cadbury Bournvita

Blue Marlin Brand Design

Client: Cadbury Kraft Foods India
Category: Packaging (Branding – Other)

Executive summary

The Indian consumer goods market is incredibly fast-moving, with a craving for new and sophisticated products. For brands, maintaining market leadership can be a challenge.

Cadbury Bournvita is a well-loved brand in India with a long-standing heritage in the Malted Food Drink (MFD) category. Mothers in India use MFD brands, like Cadbury Bournvita, to ensure their children get the nutritional benefits of milk. However, due to increased competition from newer MFD brands, in 2010, Cadbury Bournvita had lost market share.

Blue Marlin was appointed to develop a new proposition and pack design for Cadbury Bournvita that would enable the brand to build upon its popular position in its primary market in North West India whilst maintaining consumers in the South East region.