Spikes Asia

Britannia Bourbon #ThreeLayersOfChocolate - Debate

CHROME PICTURES, Mumbai / BRITANNIA INDUSTRIES / 2024

Film
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Overview

Background

The premium cream biscuits category (that includes brands like Oreo, Britannia Bourbon, JimJam, Dark Fantasy etc.) was growing annually around 20%. This growth was primarily led by Oreo, while the Bourbon segment’s share had fallen from 40% to 23% in a span for 12 years.

WE TRIED TO DECODE HOW THE ORIGINAL CHOCOLATE CREAM BISCUIT BRAND ‘BRITANNIA BOURBON’ WAS LOSING RELEVANCE AMONG CONSUMERS?

What we realised was that all these premium cream brands were growing on the back of new trialists coming from staples consumers (i.e. the non-cream biscuit brands like Marie, Parle G etc.)

And Britannia Bourbon (the Bourbon segment behemoth) wasn’t recruiting new trialists as fast as Oreo was.

Objective:

Entice the new premium cream trialists to choose Britannia Bourbon over other chocolate flavoured cream biscuits.

Execution

The film opens in a UN set up with delegates across various countries, it’s a tense atmosphere. An Indian delegate addresses the house, stating that Britannia Bourbon is a biscuit that has chocolate above chocolate above chocolate. To this the German delegate counters him and states that the chocolate is below chocolate is below chocolate. This further leads to a chaos and all the delegates try to make their point. While some say the chocolate is above or some say the chocolate is below. In between all of this the Secretary General is absolutely confused and keeps analysing the biscuit. After the never ending chaos we see the Secretary General has finally taken a bit of the Bourbon biscuit and the VO follows–‘Britannia Biscuit, aese waise jaise bhi dekho chocolate chocolate chocolate'. The film ends with a drooling shot of the biscuit and the chocolate cream falling on it.

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