Focused Experiential has emerged winner of the Cadbury’s Bournvita experiential business that was recently on toss, as brand revs up for a catch-up game.
The off-Allen experiential agency won the business which was also contested by other top-notched activation companies. Until recently, the business resided with city rivals, BD Consult, a Public Relations led through the line agency led Tola Bademosi.
Although, Rufus Aluko, CEO, Focused Experiential Ltd, declined comments on the new addition to the agency’s growing list of clientele, findings revealed the deal is already concluded and the Focus will commence work on the new business any time soon.
Bournvita, a market leader turned No. 2, needs play a lot of catch-up games, having been boxed into a tight corner in it’s hitherto market domain by Nestle Milo.
Milo from all indication seems to get it hands in all children focused activations aimed at recruiting loyal consumers for the brand amongst children who are known as powerful purchase influencers.
Findings also revealed that that Cadbury’s Bournvita’s ethos of marketing forbids marketing directly to children or targeting the minors in its marketing communications.
This perhaps explains why its marketing communications and experiential activation programmes are characteristically different from the competition. While Milo talks directly to children, Cadbury would rather go through the mothers.
The above will premise the likely style of activations to be expected from Cadbury’s new activation agency.