Cadbury adopts umbrella strategy

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[London] The U.K.'s leading chocolate marketer, Cadbury Trebor Bassett, is plowing $64 million into promoting all its chocolate products as a single master brand under the tagline "Your happiness loves Cadbury." The new strategy to make the Cadbury's brand name synonymous with chocolate ends individual ad campaigns for products such as Cadbury's Roses, Cadbury's Creme Eggs and even the Flake chocolate bar, which employed sensual images of women eating Flake and is one of the U.K.'s advertising icons. Mike Tipping, head of customer relations for Cadbury Trebor Bassett, said, "It means that all Cadbury advertising will have a consistency of style, tone and manner."

The U.K. TV, outdoor and print campaign is the first major work by Publicis Groupe's Publicis Worldwide, named to Cadbury's global account in March 2003. To illustrate that chocolate equals happiness, ads use a variety of animals, like a sheep and a puma, to represent the "inner happiness" of different people.