Britannia’s New Choco Stars Cookies Shine with Zodiac-Themed Ads

Britannia Pure Magic has introduced Choco Stars, a chocolate-filled cookie set to bring an extra dose of fun to snack time. Unlike traditional sandwich biscuits with two layers, Choco Stars is crafted with a chocolate cream filling embedded in a star-shaped cavity in its lower half, giving it a fresh and eye-catching design. This new format not only breaks away from convention but also adds an innovative edge to Britannia’s cookie lineup, appealing directly to chocolate lovers looking for a unique treat.

To promote Choco Stars, Britannia partnered with The Womb, a creative agency, to design an intriguing campaign rooted in astrology. The campaign features ads inspired by the 12 zodiac signs, showcasing how each star sign might eat Choco Stars in ways that reflect their personality traits. Whether savouring every bite, indulging quickly, or transforming it into a quirky ritual, the campaign taps into how personal preferences can mirror zodiac characteristics. The campaign doesn’t just highlight the product’s distinct design but aims to make the experience of eating Choco Stars feel personalized and fun.

Amit Doshi, Chief Marketing Officer at Britannia, expressed excitement about this innovative approach. “With Pure Magic Choco Stars, we wanted to move beyond traditional cream biscuits. Our aim was to create a format that makes each bite exciting and enjoyable,” he said. Doshi further emphasized that the new cookie adds to the Pure Magic brand, known for pushing the limits with inventive chocolate creations. “Choco Stars brings a fresh twist to the choco-bakery experience, and with our star sign-themed campaign, we hope to connect with consumers by tapping into unique personalities,” he added.

The campaign by The Womb goes beyond just print or television. Suyash Khabya, Chief Creative Officer at The Womb, revealed that the idea for Choco Stars ads was inspired by the insight that “there are only 12 ways to eat Choco Stars because there are only 12 star signs!” The team matched each sign’s personality with a unique way of enjoying the cookie, creating ads that are both entertaining and relatable. Khabya also pointed out that launching 12 unique ads on the same day is rare, and the campaign, designed for maximum impact, will also target consumers on social media platforms like Meta based on their star signs.

The digital-first approach ensures Choco Stars reaches a wider audience, with each zodiac-themed ad crafted to engage and encourage sharing. The campaign is structured to naturally go viral, leveraging a simple yet compelling idea that feels both fresh and unignorable. Khabya concluded, “This concept has built-in virality that we are confident will inspire sharing and spark conversations.”

With Choco Stars, Britannia not only offers a delicious new snack but also a personalized experience that aims to connect deeply with its audience, one star sign at a time.