Kraft’s gorilla tactics
While Kraft’s takeover bid for Cadbury (MW 21 January) most likely won’t affect global sales, in the UK, Kraft will have to tread carefully. The recession and death of British heritage brands such as Woolworths has without doubt led to a growing sense of loyalty towards British brands among the public.
Cadbury, rather than being a brand overtly based on heritage, has established itself through its humour and understanding of the British psyche (would a one-and-a-half-minute ad featuring a Gorilla playing the drums ever have run in the US?).
Cadbury could benefit from further investment of money and expertise, and so long as Kraft ensures its sense of identity is retained, the brand will no doubt thrive… just looking at the queues at Dublin’s Guinness factory is proof that it can work.
Louise Harvey
Account director
Nunwood
