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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer