Subject Advertising Management (3202)Assignment Advertisement ReviewSubmitted To: Prof. M. M. AnandSubmitted By: Ritesh GoelRoll No. N – 57Year MBA (PT) 3rd YearDate September 06, 2011

Advertisement:Bournville Chocolate – made with the best Cocoa beans from Ghana

Headline:Only the finest Ghanian Cocoa goes into making a BournvilleMaybe that’s why you have to earn it.

Duration:45 seconds

Agency:Ogilvy and Mather India

Medium:TV Commercial

Date:August 2011

Description of the Advertisement VisualBased in Ghana, the TVC begins with a 'White man' minutely examining a cocoa bean, later pronouncing that 'He will be a Bournville one day'. The subsequent bean, however, is not selected by the 'White man', which results in the bean breaking into tears. The entire bean selection process is anxiously watched by the dark-skinned farmers, whose state of mind is reflected by the reaction of the beans. Their bean produce not being selected to make a luxury commodity like Bournville chocolate would cause a lot more than mere tears for the farmers of Ghana.

About the CompanyWith over 100 years of chocolate making expertise around the world, Cadbury sells the smooth, fine and intense experience of Bournville Fine Dark Chocolate. Cadbury takes the best cocoa beans sourced from Ghana, grind and roast them with utmost care, to give each bar of Bournville its characteristic bittersweet taste. With 44% cocoa in each bar, this dark chocolate is a natural source of anti-oxidants and contains high levels of flavanols and other polyphenols that are good for a consumer’s health. According to research papers published in eminent scientific journals, dark chocolate has multiple health benefits.

Analysis of the Advertisement

The beauty of this advertisement comes out when we compare it with some of the previous advertisements done for the same product. One particular advertisement shot in Sweden, in which a butler is grouchy because his employer had criticized him for being unsophisticated. He eats Bournville while his master is away. A piano falls on his head out of nowhere. A punishment from the heavenly bodies because “you can’t just eat a Bournville, you have to earn it.” This ad, its creators said, was in the Wodehouse spirit. Even though the idea of the spirit was correct, the exact correlation was lost because the Butler, as per the books, was a very sophisticated person. The advertisement, thus, did not connect very well with the urban dark chocolate buyer – who at least knew about the Wodehouse story. To others it was mere rhetoric.

The characterization of the new advertisement is stereotypical, with the 'White' manufacturer selecting and purchasing the bean, and the dark, poor cocoa-crop farmers presenting their finest produce to the manufacturer. The frustration and disappointment of the farmer, in the final sequence of the commercial, is the life-like depiction of the disappointment of a farmer when his crop gets rejected. When the “White Man” separates the left out bean from the rest, the poor bean starts crying (the bean is animated perfectly and is shown to shed tears as well). The “White Man” ask the farmers to apologize to the left out bean. And then one of the farmers just throws away the left out bean – signifying the prestige associated with growing the best Cocoa beans for Bournville chocolate.

Visual Excellent. Portrayed from a bean’s point of view – it gives the audience a clear understanding of how tough it is to make Cocoa beans so that they get selected for being a part of the product.

Message For the first time Bournville has come out in the open saying that it sources its Cocoa beans from Ghana, which is the world’s second largest producer. Also depiction of the selection process would appeal to the urban dark chocolate buyer – since it’s a niche segment.

Copy Minimalistic and augmenting the visual. Only when there is a need, does the copy try to ascertain itself on the advertisement. The voice and copy combine to provide the end communication of “Only the finest Ghanian Cocoa goes into making a Bournville”.

Product/Logo The whole buildup to the advertisement is very good. The script is captivating so that the audience endures it to find out what’s the product being talked about. Rather than using a scary message like the earlier advertisements, Bournville has shifted over to a very positive and special message about the product. The product appears at the end signifying – the process of making it is much more special and therein lies the beauty of the product.

Length Absolutely spot on. Starts with the locale, moves to the selection process where one bean succeeds and the next fails. Shows a group of farmers presenting their crop to somebody who looks like a buyer or manufacturer. Not a single frame looks extra during the entire commercial.

Conclusion

I would rate the TV commercial very highly. Previous attempts from Bournville did not really underline the message – “You have to earn it”. This time, they have got the right message for the right buyer. Dark Chocolate is not something that’s a commodity in the Indian market. It’s a very small segment of the market. And that’s why – this advertisement talking about the specialty of the product is appealing to that buyer segment. Clearly targeted at the urban audience only (due to the choice of language) – the real attraction of the advertisement lies in the animation around the bean “crying at being left out”. Using tears, and the subsequent treatment from the farmers – also depicts how the Cocoa growing folks also don’t want to do anything but the best. Gives out a very appropriate reason on why one should earn a Bournville, instead of just buying it.