The bourbon biscuit which is a chocolatey snack from the Britannia stable, has successfully built the market perception as a savoury snack and sweet indulgence, powered by an exciting and popular chocolatey flavour. The messaging is purportedly about advertising the product category and the brand name in full force, as competitiveness in this sub-category is muted. The promo offer induces purchase. Too many messages are vying for attention in this packaging, giving our factual and descriptive information, but low on driving emotions, Maybe the low competitive intensity allows such an approach.
As of now the brand enjoys an absolute advantage in the chocolatey flavoured biscuit category. It looks up-to-date, ‘near premium’, yet not so, thus offering supreme value-for-money.
Brand Identity
The main background in the brown colour nicely represents the chocolate flavour. Maroon is used as a branding element, and these are complementary colours to the Britannia brand kit. These colours in a fashionable way serve to highlight the cream filling and crunchiness of the biscuit. The fonts support the richness and the crunchiness, while the bold shape stand out in the retail shelf, giving an original tag. It also denotes the stability of the product and the industry leadership, and brings out dominance in the flavoured biscuit category.
Visual Imagery
The semi-open biscuit is a classic take in the food segment and is quite attractive. There is clutter of text on the packaging, diluting the power of the imagery. The conventional rectangular pack shape is followed. Nevertheless, it comes across as contemporary, functional and strong on delivery experience, meanwhile compromising on style and feeling quotients.
Future Differentiators
The specialty flavour backed by the strong brand, and the packaging made exclusively for the retail shelf, is able to command immediate attention and purchase. This effectively portrays it as a popular provider of a chocolatey biscuit experience. Britannia can consider newer flavours and healthier variants as extensions, along with a digital foray with an interactive app-based reward program. The hygiene packaging and the fresh consistent flavour really excels.
As of now the brand enjoys an absolute advantage in the chocolatey flavoured biscuit category. It looks up-to-date, ‘near premium’ yet not so, thus offering supreme value-for-money. It effectively screams – pick me up!
