Bourbon uses coffee to the biscuit advantage in campaign for Cappuccino

MUMBAI: Bourbon, a chocolate biscuit brand, has unveiled TVC campaign for its new offering- Cappucino.

The television campaign, conceptualised by McCann Erickson, will be supported by other mediums like social media, outdoor and on-ground activation.

The new variant is designed to delight the youth inspired by one of their favourite pastimes of today’s– Coffee. Called Bourbon Cappuccino for the first time ever, Bourbon is now also square-shaped and has bitter-sweet coffee cream on the inside.

McCann Erickson regional creative director Anil Thomas said, “Coffee is a loaded symbol/ritual with the youth especially when it comes to the opposite sex. It is this symbolism that we have tried to charmingly capture through the situation of the ‘date night’ coming to an end. True to the Bourbon way of effortlessly but cheekily masterminding desired outcomes, the girl cleverly handles the situation by playing along with the boy and using the double entendre of coffee to her advantage.”

Bourbon has used research extensively for the launch of Bourbon Cappuccino. It has also carried out product testing, concept and communication testing to finalise the launch mix.

"In a blind product test, Bourbon Cappuccino significantly beat all direct and indirect offerings in the market place. In terms of product concept fulfillment, Bourbon Cappuccino gave us high fitment and satisfaction scores. With regards to communication, consumers found it highly enjoyable and in keeping with the brand values and core proposition of ‘andar se kuch..bahar se kuch,‘” Thomas added.

Directed by Prashant Issar, the ad film has been produced by Tubelight Films.

The ad film shows a guy who has come to drop a girl at her home in the night. She gets down from the bike and says bye as she walks towards her house but the guy expects something more than just a ‘bye’. She looks at the expectant guy and says softly with a touch of seduction in her voice: “Want to come in for some coffee?”.

The boy feels excited and enters the girl’s house. While he is waiting for the ‘moment’ he hears a sound, looks up in anticipation to see an old lady walking with the tray. She is the girl’s grandmother and offers the guy Bourbon Cappucino as she says “Hello! Mein Nikki ki nani hoon. Yeh lo coffee. Cappuccino lo na”. The guy looks stumped as he takes a bite and Nani asks, “Achcha hai na.”

The video then announces how the Bourbon is made and pulls out to see the coffee cup formation of biscuits and Bourbon cappuccino. The last scene shows Nikki and Nani saying bye to the sheepish looking guy. The girl has a wicked smile as Nani tells him, “Aate rehna beta” and Nikki completes the sentence with “Bourbon Cappucino ke liye!”

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