Bournvita has been providing nutritional benefits to India’s children for 50 years. As new competitors began entering the market at an increasing rate, Cadbury took the opportunity to refine Bournvita’s positioning and streamline its manufacturing process.
Above all else, Indian mothers want their children to be successful. This key insight led to the new positioning, 'Let the Shakti Shine.' Conveying vitality, positivity and empowerment, the new design gives this concept an energetic expression relevant to contemporary India. The structure, borrowing from the aesthetics of trophies, helps the brand tell a story of reward while also adding strength with less material - amounting to a cost savings of nearly $1 million in the first 9 months alone.
This optimistic and empowering design was adapted for Bournvita Li’l Champs, a product specially formulated for the development of 2-5 year olds.
Cadbury Bournvita gained a 2.2% rise in market share post-launch. The design took home a Gold trophy and the International Export prize at the DBA's Design Effectiveness Awards 2013. It was also the recipient of the prestigious India Star packaging award in 2012.