Cadbury reviews £1m Maynards ad brief

Cadbury Trebor Bassett-owned Maynards is reviewing its £1m advertising business. It is understood that the brand is talking to a number of agencies, including incumbent Euro RSCG London.

Cadbury Trebor Bassett-owned Maynards is reviewing its &£1m advertising business. It is understood that the brand is talking to a number of agencies, including incumbent Euro RSCG London.

Cadbury UK marketing director Louise Cooke is overseeing the review. Products sold under the Maynards brand include Wine Gums and Wine Sours, which were launched last year.

It is understood that the review is part of Cadbury’s strategy of developing “power brands” from its existing chocolate and sugar portfolio. This began last year with the decision to bring a number of its chocolate bar sub-brands under the Dairy Milk umbrella (MW May 7, 2003). The company is now understood to be following the same strategy elsewhere in the business, using Flake and Bassett’s as power brands.

Cadbury has already reintroduced the Bertie Bassett logo, which is now being used across a number of products such as Murray Mints and Mint Imperials as well as Liquorice Allsorts and new variant Fruit Allsorts (MW April 1). It is not known whether it is also planning to develop Maynards as its key jelly sweet brand.

Last November, Vallance Carruthers Coleman Priest won the advertising business for the Trebor Bassett mint brands from Euro RSCG (MW November 27, 2003). The move was part of a bid to revitalise the mint range.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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