Winners 2013/Packaging Gold

Project: Cadbury Bournvita

Client: Cadbury Kraft Foods India

Design: bluemarlin

Malted Food Drink (MFD) Bournvita – a product used by women in India to ensure their children get the nutritional benefits of milk – lost market share in 2010 due to increased competition from new MFD brands. Blue Marlin was enlisted to help create a new brand expression and packaging design which would increase brand consumption in the North West India market, maintain brand loyalty in the South East India MFD market and be more cost-effective to manufacture.

Blue Marlin created a vibrant new graphic design for Cadbury Bournvita to communicate the brand’s new, more emotional positioning. It also restructured Cadbury’s financial objectives to create a more cost-effective plan and save on manufacturing costs.

The new proposition helped Bournvita gain a 2.2% market share in the entire Indian MFD market and exceed sales of over $100 million USD. This equated to a 26% growth of net revenue, versus the 22% of its nearest competitors. Taking the cost savings alone Cadbury Kraft Foods India has already more than doubled its return on investment.