Bournville celebrates centenary with press push

Cadbury's has appointed experiential agency RPM to create a campaign to celebrate Bournville's 100th anniversary and secure its positioning as a British favourite.

The drive is inspired by the tagline '100 Years of Plain Good Adventures with Bournville' and will target an audience of 45+ male, baby-boomers.

One of the main objectives is to reignite the love for the brand among its core consumers.

In response, RPM has developed a campaign that centres round a series of adventure stories, brought to life via a comic-style creative.

The media plan is focused on press, with advertisements to be placed in the Mail on Sunday, Daily Telegraph, Sunday Telegraph and The Daily Mirror.

The national activity commenced in May and will continue over seven weeks, culminating on 15 June, Father's Day, when Bournville sales peak.

Rob Wilson, RPM's strategy director, commented: "We have developed a creative execution that will grab the attention of, and resonate with, our target males.

"The iconic style comics of the 20th century have proven to bring back strong memories and feelings of nostalgia for nearly all men from within this age bracket.

"They offer that little moment of excitement and escapism in a truly British way - this thoroughly compliments Bournville as a brand with an equally iconic style, and lends itself perfectly to the 'adventure' theme".

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