Cadbury is a brand committed to consistency, but the pressures of delivering short-term as well as long-term growth means that path isn’t without its challenges, says brand lead David Clements.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
From interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
Cadbury is celebrating two centuries of existence this year but will keep its message of generosity front and centre as it launches a new version of ‘Mum’s Birthday’ to celebrate.
Congratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Cadbury, Brand of the Year Guinness and Boots CMO Pete Markey, who is Marketer of the Year.
Most marketers seek ads that deliver instant, one-off success, but the ideal campaign is an idea that runs indefinitely while only the execution changes.
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.