Cadbury Bournvita takes a ride to reach objectives

As part of a wider communication strategy to launch Bromor Foods' brand Cadbury Bournvita in South Africa, FCB Johannesburg developed and oversaw a geographically targeted taxi advertising campaign using ComutaNet's resources.

Cadbury Bournvita is a nourishing chocolate malt drink targeted at mothers and children from the LSM 5-7 groups with children between 6 and 14 years old. Available in several different size variants around the globe, it recently launched in this country filling the need for fortification in a chocolate malt drink.

The objectives of the taxi campaign were threefold. Not only was it required to build awareness for Cadbury Bournvita within the target market, it had to induce trial and educate mothers about the well-being benefits of consuming the beverage.

Utilising artwork developed by Heidi Kumpf and Lourina Botha from sister company FCB Design, the campaign comprised exterior taxi branding and interior taxi branding, as well as a roving trailer with live entertainment and giveaways. Taxi rank TV was also utilized. The campaign ran for just over five weeks until the last weekend in July.

Editorial contact

C-Cubed Communications for FCB Johannesburg