Bournvita utilizes influencer marketing campaign to showcase healthier sugar levels

Cadbury's hit chocolate flavored malt drink Bournvita is fighting hard to regain its image after drawing heavy criticism for its sugar content. Ever since health blogger Revant Himatsingka, popularly referred to as Food Pharmer, generated a recent controversy, the company has initiated an influencer promotion campaign to encourage sales of its lowered sugar version.

The previous year, Himatsingka's viral video blamed Bournvita for containing too much sugar and dangerous additives, drawing widespread criticism. While Mondelez India, the parent organization, brushed off the claims, it could not escape the backlash of public scrutiny. In its defense, Bournvita cut down the sugar content by 14.4%, but the question here is, Can influencer endorsement restore damage to its image?

Bournvita's recent campaign sees influencers touring its factories, projecting transparency and genuineness to try and rebuild faith. This is a trick employed by companies such as ID Fresh to offset scandals, and yet marketing analysts are not swayed. Their point is that trusting paid endorsers might prove insufficient to regenerate trust among buyers. Business luminaries point out that credibility stems from concrete activities and not so much from promo content.

Krishnarao Buddha, ex marketing head at Parle Products, warned that consumer confidence cannot be purchased with influencer campaigns. Experts such as Devangshu Dutta, CEO of Third eyesight Consulting, emphasize the importance of independent testing, open communication, and direct consumer interaction to demonstrate actual change.

This is not Bournvita's first crisis. In 2003, Cadbury weathered a similar storm after a worm scandal involving Dairy Milk and recovered by being transparent in its actions and launching a bold PR campaign. Will Bournvita's influencer campaign suffice, or will it need more to restore its credibility? Only time will tell. 

Let’s explore the benefits of influencer advertising:

Reality and credibility:

Their followers will tend to act when the influencer recommends a product since they hear it from someone that they have learned to trust over time and are usually willing to choose that product over an advertisement.

Niche reach:

This niche approach thus means that most of the influence circles are niched, so brands can easily connect to the right audience with a better rate of engagement.

Higher engagement:

Influencers tend to be more engaging on the posts; it means that their audience is likely to like and comment on the post. Hence, consumers are made to feel engaged and invested.

Skilled content creators:

Influencers are masters at creating fantastic, appealing content. That makes brands different, interesting, and in front of the right people in a memorable way.

If you want influencer advertising campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.