Cadbury’s current ads have something its ‘Gorilla’ lacked – legs
Mark RitsonMost marketers seek ads that deliver instant, one-off success, but the ideal campaign is an idea that runs indefinitely while only the execution changes.
Cadbury: Purpose should be ‘far greater than a campaign’
Niamh CarrollAfter 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.
Mondelez UK sales ‘holding up well’ despite HFSS restrictions in store
Michaela JeffersonMeanwhile, the company has said it has no plans to roll back prices or increase promotions this year.
Cadbury’s and Asda’s Christmas ads crowned most effective of 2022
Michaela JeffersonWhile 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.
Brands join football’s boycott to protest ‘toxic abuse’ on social
Matt BarkerThis 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 : 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.