“Blue Marlin has created packaging that embodies the positivity and optimism that comes from Cadbury Bournvita boosting your Shakti, graphically and structurally. And it has done so in a more modern way that makes it relevant to the new India. The graphics feature children jumping for joy on a vivid background of orange, sunburst yellow and Cadbury’s trademark purple. Front and back of pack copy explains and emphasises Bournvita’s ability to multiply the power of milk visually and in words.
The new packaging structure represents a great leap forward. It offers improved ergonomics and addresses one of consumers’ most pressing concerns: air tight storage. It also creates significant production and supply chain efficiencies and uses less material. The structure and graphics work beautifully together to underscore Cadbury Bournvita’s position as a premium, modern brand that leads its market.
The proposition and subsequent packaging was arrived at after extensive on the ground research with the brand’s primary audiences, children aged five to 14 and their mothers, workshops and technical and retail audits. The key insight was that Indian mothers want their children to be successful; they realise they cannot control the challenges that come their kids’ way, but want to prepare them so they can give their best whatever the circumstance.”
Designed by Blue Marlin
