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.