Cadbury Schweppes is merging its Trebor Bassett sugar confectionery
division into its Cadbury chocolate division in a major restructure of
its UK confectionery business.
It is consolidating advertising for sugar confectionery brands into Euro
RSCG Wnek Gosper, while Cadbury marketing director Mark Smith has landed
the top UK marketing role for the combined division, to be known as
Cadbury Trebor Bassett.
As such, Smith will hold the UK’s largest confectionery marketing role,
covering 30% of the UK market.
Cadbury Schweppes’ pounds 3.7m (MMS) ad budget for Trebor Basset brands,
which include Trebor Extra Strong Mints, Bassett’s Liquorice Allsorts,
Maynard Wine Gums and Jelly Babies, is split between Mother and WCRS,
but those relationships end this week.
In future, Euro RSCG will handle all the sugar brands, except for the
new children’s range Bassett’s and Beyond. This will be handled by
Euro and TBWA continue to share the Cadbury’s chocolate brands
The move sees a senior management reshuffle at Cadbury Schweppes. Andrew
Cosslett returns to the UK to head the Cadbury Trebor Bassett business
from his role as chief executive of Cadbury’s Asian division. Collette
Burke, the current managing director of Cadbury Limited, is promoted to
managing director of global commercial for Cadbury Schweppes; and John
Taylor, managing director of Trebor Bassett, becomes director of
e-commerce and new business development for Cadbury Schweppes
Trebor Bassett’s former chief marketer, commercial director Kevin White,
becomes sales director for Cadbury Trebor Bassett.
Smith said: ’Cadbury Trebor Bassett has always had a reputation for
building strong brands and we now just want to sharpen the focus.’
Smith, 45, who takes on his new role after two years as Cadbury
marketing director, added: ’On the agency front, this is about
consolidation behind our core brands, it is not a reflection on our past
agencies. It is about what is right for the future, not criticising past
The restructure may also spark a later media review although at this
stage Smith said that he is focusing on creative agencies. Motive
handles Trebor Bassett’s media while Carat handles Cadbury’s brands.