Cadbury hands Publicis Maynards as it revamps brand

Publicis has won the &£1m advertising account for confectionery brand Maynards. The agency pitched against incumbent Euro RSCG London and McCann Erickson to win the business.

The appointment is part of a move by Cadbury Trebor Bassett (CTB) to rejuvenate the Maynards brand. It is understood to be one of the company’s “power brands”.

The review follows the appointment of Anthony Wells as portfolio manager for sugar. He replaced Suzanne Gough, who has been promoted to head of new product development. Wells, who is also responsible for Bassetts, Trebor and Halls, will work alongside Cadbury UK marketing director Louise Cooke on the Maynards brand.

Wells says developing strong communications will be vital to driving the growth and strengthening the relationship that Maynards has with UK consumers.

CTB is already developing Bassetts as one of its key brands. It reintroduced the Bertie Bassett logo, which is now used as an umbrella logo across a number of products including Murray Mints as well as Liquorice Allsorts and new variant Fruit Allsorts (MW April 1).

Last November, Vallance Carruthers Coleman Priest won the advertising business for the Trebor mint brands from Euro RSCG (MW November 27, 2003). Euro RSCG still handles Bassetts confectionery and some of its chocolate brands.