Cadbury Trebor Bassett is in talks to renew its long-running £10m a year sponsorship of ITV soap Coronation Street. Its current two-year contract expires at the end of the year.
The confectionery giant is understood to be keen to continue sponsorsing the soap, to which it has owned the rights since 1996, despite switching its £30m media planning and buying account from Carat to Starcom Motive last month.
Cadbury marketing director Louise Cooke, who was appointed in March (MW March 13), will be familiar with the sponsorship having worked for Cadbury since 1986.
In the past year, Coronation Street has seen its audience figures boosted following the “killer” storyline and the introduction of a “special” fifth episode.
The soap has enabled Cadbury to push individual products by creating a range of animated characters with similar characteristics and values as the brands.
Cadbury is rebranding some of its products under its Dairy Milk brand. The company recently axed its Wispa brand, changing its name to Cadbury’s Dairy Milk Bubbles. Turkish Delight and Caramel were also brought under the Cadbury’s Dairy Milk banner (MW May 8).
The initiative fits with the Fuel for Growth plan of holding company Cadbury Schweppes, unveiled last month. The strategy is designed to reduce costs so that funds can be freed for marketing and innovation (MW October 30).