Mondelēz : We’ve regained the passion for building iconic brands
Molly FlemingMondelēz admits it had “lost some swagger” as it focused too much on internal transformation to the detriment of investment in its brands.
How Cadbury went on the hunt to grow Creme Egg sales
Charlotte RogersBuilding 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.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £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.
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Why Cadbury’s marketers are embracing feeling ‘uncomfortable’
Molly FlemingCadbury is challenging its marketers to think differently about advertising while still harking back to its brand heritage and positioning.
Cadbury hopes to avoid ‘wallpaper’ marketing with digital-first campaign
Molly FlemingCadbury is launching a digital content series for its Heroes brand that it hopes will build engagement and brand love.
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Cadbury’s brand purpose is just ‘woke-washing’
Mark RitsonCadbury’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.
Brand of the Year shortlist profiled: Cadbury
Michael BarnettCadbury 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.
How brands are injecting creativity into digital
Charlotte RogersDigital 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.
Marketing Week Masters ‘Brand of the Year’ shortlist announced
Marketing Week ReportersWe unveil the five brands that will fight it out to be named ‘Brand of the Year’ at the Marketing Week Masters awards in October.
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Mondelēz pilots innovation hubs as it shifts focus from costs to growth
Sarah VizardThe 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.
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The three Fs and five Cs: Mondelēz’s new marketing approach
Ellen HammettFrom 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.
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Dana Anderson on life after Mondelēz and why ‘rule-bound’ FMCG is changing
Charlotte RogersMediaLink chief transformation officer and former Mondelēz CMO, Dana Anderson, discusses the need to prioritise diversity of thought and the future of marketing.
Why Cadbury won’t ‘throw the baby out with the bathwater’ when it comes to innovation
Molly FlemingCadbury’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.
ASA bans Cadbury ad and warns brands ‘don’t take easy option’ when it comes to junk food marketing
Molly FlemingMondelez, 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.
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Cadbury ditches joy positioning after six years to go ‘back to brand roots’
Leonie RoderickThe 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.