Why It Works: Creme Eggs and why we want what we can’t have
Richard ShottonThe success of Cadbury’s Creme Eggs comes down to two powerful behavioural drivers: scarcity and habituation. Your brand could do the same.
Guinness, Unilever and Cadbury on driving commercial impact through women’s sport
Molly InnesFrom tapping into “culture that converts” to moving beyond a PR exercise, marketers from Guinness, Unilever and Cadbury share their recipe for successful partnerships.
Cadbury: Consumer evolution towards ‘experiences’ will help mitigate ad ban impact
Niamh CarrollUnder new laws coming in this October, ads for ‘less healthy’ food will be banned online and heavily restricted on TV, but Cadbury says its strategy for reaching consumers is changing anyway.
‘Laddering up to an idea’: Cadbury on the beauty of ‘compound creativity’
Niamh CarrollAs Cadbury releases the seventh installment of its ‘Glass and a Half’ platform, marketing boss Elise Burditt discusses consistency, generosity and future thinking.
Cadbury: Balancing short- and long-term growth is a ‘tricky tightrope’
Niamh CarrollCadbury 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.
Cadbury is celebrating its birthday in the basement of the benefit ladder
Mark RitsonBrand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
Cadbury celebrates 200 years with ‘consistent’ message of generosity
Niamh CarrollCadbury 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.
Cadbury, Guinness and ITV win big at the Marketing Week Awards
Marketing Week ReportersCongratulations 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.
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.