Britannia Bourbon is now Thoda Aur Chocolaty and Crunchy

Britannia Bourbon is the original chocolate cream biscuit experience which is reinventing itself by becoming “Thoda Aur  Chocolaty“ and “Thoda Aur  Crunchy“. The packaging has been made more youthful, vibrant and contemporary. This shift also marks a start of journey where the brand intends to strengthen its credentials with youth by connecting through relevant life insight “Thoda Aur”. For the youth of today “Thoda Aur” is always welcome in life.

Britannia Bourbon is re-inventing by newness in the offering. Product is now Chocolatier & Crunchier (significantly superior recipe vs competition bourbons). And packaging has been made youthful and contemporary.

Brands intends to strengthen its credentials with youth. Stemming from the life insight of youth always welcomes “thoda aur” in their life, the brand is connecting the life insight. 

Britannia Bourbon, Thick, rich and delicious chocolate packed between two crunchy chocolate biscuits, topped with sugar crystals - presenting, the original Bourbon, from the house of Britannia. Bourbon is an Iconic brand introduced in India in 1955. It brought the 1st premium chocolate biscuit experience to India. Year 2015 marks the 60th anniversary of the iconic brand. It has been a part of people's life since last 6 decades and there are fond memories attached to it. It is the largest franchise in the premium creams category. It reaches out to maximum number of households and is also the most available premium cream brand.

The brand enjoys high equity among youth with 79% preferring it. The New and Chocolatier Britannia Bourbon. Britannia bourbon is the original chocolate cream biscuit experience which is reinventing itself by becoming "Thoda Aur Chocolaty" and "Thoda Aur Crunchy". The packaging has been made more youthful, vibrant and contemporary. This shift also marks a start of journey where the brand intends to strengthen its credentials with youth by connecting through relevant life insight "Thoda Aur". For the youth of today "Thoda Aur" is always welcome in life.

The objective of this campaign was to stem from the life insight of youth always welcomes "thoda aur" in their life, the brand is connecting the life insight with the newness in the product offering. 

Ali Harris, Marketing Director - Britannia Industries said, ""We brought the first premium chocolate biscuit experience to India 60 years ago with the Britannia Bourbon. Even today Britannia Bourbon is a favorite of chocolate biscuit experience seeking Indian consumers." 

He added, "With the re-launch of Britannia Bourbon, we have re-invented the product by keeping it original with more of what we had ...'Thoda Aur Chocolaty' and 'Thoda Aur Crunchy'. With this shift, we embark on a journey to strengthen our credentials with the youth of today for whom 'Thoda Aur' is always welcomed."

Pradyumna Chauhan, National Creative Director - McCANN said, "We had to communicate that the much loved Britannia Bourbon will now come packed with extra chocolate and extra delight. So we kept it simple and drew a life parallel of extra for youth. Having tasted success with earlier campaigns where Bourbons were used to create something central to the story, we retained that device as well for consistency and extra impact."

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