Cadbury shows an array of products in its Christmas campaign, as it looks to encourage people across the UK to give a small gift ‘just because’.
The campaign marks Roses’ 80th anniversary and is part of Cadbury’s new positioning, which centres on “generosity and kindness”.
As Cadbury looks to accelerate growth in South East Asia and the Middle East, global brand director Ben Wicks shares its plan for establishing a loyal following overseas and why innovation must be led by 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.
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.
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.
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.
With Sainsbury’s and Cadbury moving away from Fairtrade in favour of their own ethical promises and questions over Tesco’s plans, what must brands do to ensure consumer trust doesn’t disappear too?
Mondelez’s global procurement boss admits his department needs to work on having confidence that marketers can make the right agency choices and empower them to make those choices.
Mondelēz says it is looking for a successor for Dana Anderson but admits the nature of the CMO role could change as it looks for a “digital-first, disruptive and innovative leader”.
Top marketers share their insight on maximising effectiveness and debate whether the industry needs a new toolbox for the digital age.