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.



Discussion

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

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
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