By 2008, Bournville dark chocolate was considered little more than a boring baking chocolate, with minimal market share. And so in 2009 we relaunched the brand with the Deliciously Dark idea and market share began climbing.The objective of the radio campaign in 2010 was to drive affinity, brand belief and bonding and to further entrench the Deliciously Dark proposition.

MUSICVO: This is a test to determine if you’d enjoy Bournville dark chocolate.

Please identify the following:WOMAN 1: What about this one?

SFX: BUZZINGWOMAN 2: Ooh!

WOMAN 1: It has two speeds and an adjustable head.WOMAN 2: I’ve actually never used one before...WOMAN 1: Trust me, it gets right in there – you’ll never go manual again.MUSICVO: Were you thinking 'dentist recommending electric toothbrush?'I didn’t think so. You should try Bournville dark chocolate. It too is deliciously dark.