After seeing declining sales of Dairy Milk, Cadbury examined its brand DNA to come up with a new purpose based around generosity, which it could enact across the business, not just in campaigns.
Meanwhile, the company has said it has no plans to roll back prices or increase promotions this year.
While effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
Mondelēz admits it had “lost some swagger” as it focused too much on internal transformation to the detriment of investment in its brands.
Building on the success of the Creme Egg Hunting Season, Cadbury decided to up the ante in 2019 by joining forces with the likes of Unilever and LVMH in a bid to drive sales.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
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.
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.