Cadbury in talks to renew £10m a year Corrie tie-up

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).

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here