Elvis was appointed following a pitch against KLP. Cadbury confirmed the appointment, but refused to comment about which projects the agency will work on. It is believed that Elvis will work on an initiative to be launched in the next few months, but given greater emphasis in 2005.
The appointment marks a potential threat to Triangle Communications’ hold on Cadbury's non-advertising business, which the agency has worked on for more than 20 years.
The confectionery giant is looking for ways to promote awareness of its Dairy Milk umbrella brand after Get Active drew fire for encouraging children to eat more chocolate, potentially exacerbating the obesity crisis.
The company is considering whether to replace or reinvent Get Active, which encouraged consumers to collect tokens on wrappers for school sports equipment. The £9m scheme was condemned by the Food
Commission.
A separate initiative that saw wrappers exchanged for free trips to family attractions such as Alton Towers was slammed by MP Debra Shipley as 'naive and cynical' (Marketing, 22 January).
Cadbury denied that the scheme targeted children and said that it was mainly adults who collected the tokens.
Cadbury relaunched its chocolate bar range under the Dairy Milk banner last year. It used a TV ad for the bar formerly known as Caramel to communicate the change.
The overhaul saw the company axe its Wispa and Turkish Delight brands and relaunch them as Dairy Milk Bubbly and Dairy Milk
Turkish. Other products in the range include Dairy Milk Crispies.
The decision was similar to Masterfoods’ strategy for its Galaxy brand, which now has sub-brands such as Galaxy Minstrels.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)