Cadbury merges Trebor operation

Cadbury Schweppes is merging its Trebor Bassett sugar confectionery division into its Cadbury chocolate division in a major restructure of its UK confectionery business.

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

TBWA.



Euro and TBWA continue to share the Cadbury’s chocolate brands

portfolio.



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

worldwide.



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

agencies.’



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.



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