Google+ Consumer Psyche: Dark Chocolate!

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Sunday, January 11, 2009

Dark Chocolate!

Encouraged by antioxidant health claims and its sophisticated adult perception, many more consumers are embracing dark chocolate. With major confectionery players extending their countlines to include a dark variant, research published in 2006 estimated that the UK dark chocolate market will double in size by 2010. To tap into the market’s growth and profitability, Cadbury briefed Design Bridge to maximise the potential of its 100-year-old Bournville brand: stable, familiar and trusted but dated and with an older consumer base.

The contemporary solution includes a spontaneous chocolate-coloured splash on Bournville’s trademark red. Bournville’s stylishly extrovert personality is reinforced by the new Deeply Dark sub-brand, which connects with younger consumers. Design Bridge has managed to reinvent our grandparents’ favourite brand whilst reinforcing its ability to meet today’s lifestyle choices, a century since entering the market.


Cadbury's new Dark Chocolate's design
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