Britannia Bourbon’s new campaign celebrates BFFs

Britannia has rolled out a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends. 

As a brand which has been around for years, Britannia Bourbon recognised the need for a revamp. Drawing inspiration from the product, which is loved  for its chocolaty taste, the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as – ‘Real Friendships’. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. 

Conceptualised by McCann, the campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt, yet have your back when you need them the most. 

On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages, including adults, for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends’ group and this campaign is our first salvo in that direction.” 

Dileep Ashoka, Executive Vice President and Head, McCann South, added here, “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.” 

Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore, said, “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It’s amazing how despite the explosion of choices Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.” 

Campaign credits: 

Brand: Britannia Bourbon

Agency: McCann

Chief Creative Officer: Prasoon Joshi

Executive Creative Director: Puneet Kapoor

Director: Abhinav Pratiman

Production House: Early Man Films