Branding strategies: Cadbury Bourn vita 5 star

Cadburys Bourn vita was launched in the year 1948 that continuously reinventing itself till date in terms of product, packages, promotion and distribution. The communication of the brand also changes according to the changing customers and their preferences. During 1970s, "Goodness that grows with you" was the campaign which focused upon “good upbringing”. In 1980s, "Brought up right, Bournvita bright" campaign was used. During 1990s all the brands in the category, concentrated upon physical benefits, whereas Bourn vita focuses upon both physical and mental benefits. 'Real Achievers who have grown up on Bourn vita' was one of the successful campaign.

Branding Strategy:

As a consumer of the product, children will be expecting more taste and as a customer, mothers will give importance to the nourishment. In order to fulfill the desires, Cadburys had found a new way of branding strategy. The idea is combining the two most powerful brands of the company, five star and Bourn vita. This will further enhance the strength of both the brands, in terms of taste and energy. These two brands will be grabbing a distinct place in the mind of the customers. This new variant of Bourn vita 5 Star is positioned as a unique magical treat that offers the goodness of malt food drink and exciting caramelized taste. This is one of the new marketing strategies used to boost the presence of brand.
Dairy milk is also a good brand from Cadburys. Then why they didn’t use that brand. They would have associated dairy milk, like “Bourn vita dairy milk” by saying enrichment of the milk. By doing this, they would have got triple advantage, the brand value of two brands and the milk shakti. I think 5 star brand name is more catchier, so they decided to do so. Do you know any other brands did like this before….?