BRAND PROMOTION
GARNIER
To support the launch of Cadbury Bournville Orange in 70% and 50% Dark Chocolate, we developed a comprehensive suite of Point of Sale Materials (POSM) designed to create a strong retail presence and reinforce the brand's premium positioning. The project focused on translating the excitement of the new flavour into compelling in-store communication that would capture shopper attention and encourage product trial.
Building on Bournville's established reputation as a premium dark chocolate brand, every merchandising element was strategically designed to highlight the unique combination of intense dark chocolate and refreshing orange flavour, while maintaining the sophisticated visual language associated with the brand.
Repositioning Garnier: Bridging Perception Gap with Strategic
Brand Touchpoints
CHALLENGE
Garnier faced a significant perception gap—despite offering premium-quality products with real benefits, consumers largely viewed it as a budget brand. The common notion that affordability equates to lower quality overshadowed the truth: Garnier’s formulations were high-grade, offered at accessible prices.The challenge was to shift this perception and establish a premium-quality image. A key brand touchpoint identified was POS (point-of-sale) materials, alongside the strategic move to reposition Garnier from grocery shelves to curated beauty and cosmetic stores.
CHALLENGE:
The launch of a new flavour extension required a retail communication system that could:
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Announce the arrival of the new Orange variant with maximum visibility.
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Generate excitement among existing Bournville consumers.
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Attract new consumers to experience the premium dark chocolate portfolio.
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Maintain the premium perception of the Bournville brand across all retail touchpoints.
OUR APPROACH
Design Horse addressed Garnier’s perception challenge by crafting POS materials rooted in product USPs—pill shapes evoking science, lime slices symbolizing Vitamin C, and bold yellow colour palette. This strategic visual language helped reposition the brand, emphasizing premium quality through design-led touchpoints at the point of sale. While developing POSM solutions, Design Horse carefully aligned with the specifications outlined in “Garnier’s 11 Golden Rules.”
OUR STRATEGIC APPROACH:
Our design strategy centred on creating high-impact retail communication that immediately conveyed the "New Flavour" proposition while celebrating Bournville's signature intense dark chocolate experience. By balancing bold product visibility with premium aesthetics, the POSM system effectively communicated the fusion of rich dark chocolate and vibrant orange flavour, encouraging shoppers to discover the latest addition to the Bournville range. Every merchandising element was designed to work cohesively within the retail environment, ensuring consistent brand communication across modern trade outlets and maximising shelf visibility at multiple shopper touchpoints.
Deliverables:
Our scope of work included the design and artwork for:
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Key Visuals
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1.5 × 1.5 ft Floor Stand Units
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4 × 4 ft Floor Stand Units
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Endcap Displays
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Counter Top Units (CTU)
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Parasite Displays
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Bunting / Toran
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Banners & Posters
IMPACT:
The integrated POSM campaign created a visually engaging retail experience that amplified the launch of Bournville Orange, strengthened shelf impact, and reinforced the brand's premium identity. Through strategically designed merchandising materials, the campaign successfully communicated the arrival of the new flavour while encouraging shoppers to explore the distinctive taste of orange paired with Bournville's signature dark chocolate.