THIS WEEK: Cadbury’s pounds 8m branding push

Cadbury is fundamentally changing its advertising strategy by ploughing pounds 8m into its first master brand campaign - a move reminiscent of Heinz’s investment in umbrella ads.

Cadbury is fundamentally changing its advertising strategy by ploughing

pounds 8m into its first master brand campaign - a move reminiscent of

Heinz’s investment in umbrella ads.

The idea of a ‘Cadburyness’ campaign in the UK has been under

consideration for a decade. Similar campaigns have already run in

Australia, Argentina and Ireland.

Dublin agency Peter Owens, which produced the Irish campaign, was picked

to create the radical new UK ads over the heads of UK roster agencies

Euro RSCG Wnek Gosper and GGT.

Cadbury marketing director Alan Palmer said he wants to ‘bring some

passion’ to the static chocolate market in the same way the snacks and

ice-cream sectors have been invigorated in recent years.

The umbrella campaign starts this Friday during the break of the first

episode in the confectioner’s pounds 10m sponsorship of Coronation

Street, which is itself surrounded by promotional activity.

Cadbury has used animation company Aardman to create a chocolate

Coronation Street set to use as bumper credits for the show. The action

in the credits will change every few months. In the future, said Palmer,

the firm would try to integrate Coronation Street characters and long-

term themes of the storyline into the visuals.

Triangle Communications has designed a cross-brand promotion to link the

sponsorship credits with Cadbury products, creating the first

interactive sponsorship. Consumers can win a total of pounds 25,000 by

looking out for a purple object on the ten-second credit at the end of

Coronation Street and matching it to an icon on the inside of the

packaging of the chocolate bar.

The company is also planning to spend pounds 8.5m on brand-specific

advertising in the crucial period between September and December, when

38% of chocolate sales are made. This figure is well up on last year’s

spend of pounds 5.88m over the same period, bringing it back in real

terms to 1994’s level of pounds 7m.

This figure includes a pounds 3m campaign to support the introduction of

a new countline, Fuse.


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