Cadbury appoints CMW to Trebor digital account

Cadbury has appointed CMW to develop and execute the Trebor digital strategy across its portfolio of gums and mints.

Trebor Softmints

The agency will work alongside Fallon and PHD to extend and flex the story of the Mint People that began last year.

Paul Vallois, business development director, says: “Trebor and its agencies are leading the way when it comes to this strategy. To be the final piece of the jigsaw is fantastic for the agency.”

Janine Blakeway, Trebor brand manager, adds: “We are thrilled to be working with CMW on our Mint People digital campaign taking Trebor to the next level of digital, engaging consumers with our mint obsessed characters and celebrating our launch of Trebor Gum.”

The appointment is the first by the confectioner since it completed its sale to Kraft earlier this month.

Chairman Roger Carr, chief executive Todd Stitzer and chief financial officer Andrew Bonfield are all to step down from the board of the new company. Reports suggest that Cadbury’s former European president Tamara Minick-Scokalo is to join Kraft Foods Europe as head of European confectionery.

The Cadbury brand will be removed from the London Stock Exchange listings on 8 March.

Kraft says it will “take a “best of both approach” to its marketing “augmenting the world-class capabilities of both Kraft Foods and Cadbury” under the new ownership.

However, the UK’s business secretary, Lord Mandelson has criticised Kraft for announcing that it is to close a Cadbury factory in Somerdale, near Bristol, with the loss of 400 workers.

Yesterday, Cadbury launched a new variant called Dairy Milk Bar of Plenty with an integrated advertising campaign. It is the first launch by the confectioner since its takeover from Kraft.

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