Cadbury is challenging its marketers to think differently about advertising while still harking back to its brand heritage and positioning.
Cadbury is launching a digital content series for its Heroes brand that it hopes will build engagement and brand love.
Cadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax.
Cadbury has invested in product innovations and core lines, helping it raise sales, awareness and purchase intent and earning it a shortlisting for Marketing Week Masters Brand of the Year, powered by YouGov.
Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
We unveil the five brands that will fight it out to be named ‘Brand of the Year’ at the Marketing Week Masters awards in October.
Unrivalled coverage & practical advice
The Cadbury, Oreo and Ritz owner is piloting cross-functional innovation teams as it looks to take a more flexible and faster approach to new product development.
From embracing new technology and partnerships, to taking a ‘test and learn’ approach, the confectionary company behind brands including Oreo, Toblerone and Milka is undergoing a cultural shift to ensure it can keep up with changing consumer demands.
MediaLink chief transformation officer and former Mondelēz CMO, Dana Anderson, discusses the need to prioritise diversity of thought and the future of marketing.
Cadbury’s senior brand manager says its important to think about product development while also supporting its core brands as it launches a £3m campaign for Twirl.
Mondelez, Chewits and Squashies have had online ads banned in the first rulings since the introduction of rules that restricts the advertising of junk food to under-16s online.
The chocolate brand’s new global campaign will focus on “genuine acts of kindness and generosity” as it looks to emulate the philanthropy of its founder John Cadbury.
Plus Oreo launches a new campaign in Belgium and France with the help of actor Owen Wilson and Airbnb faces a further crackdown in Amsterdam.
The premium chocolate brand wants to reach a bigger audience, but has had to face down criticism around its new range not being Fairtrade-accredited or organic.