The confectionery company wants to terminate its £10m-a-year sponsor-ship just 10 months into a two-year contract. However, it will be able to do so only if ITV can secure a suitable replacement.
The broadcaster is aiming to develop cross-platform opportunities, such as mobile, interactive and online activity, in addition to the broadcast sponsorship.
Cadbury marketing director Phil Rumbol, who joined the company at the beginning of this year, said the £10m sponsorship budget will remain behind its core brands, including Dairy Milk, Flake and Creme Egg.However, its marketing communications will have a greater focus on specific brands and be aimed at more specific demographics.
The shift toward a more targeted strategy comes a month after Cadbury announced it is to focus on the health benefits of its dark-chocolate products.
Separately, Cadbury has appointed non-roster agency JWT to handle the UK launch of chewing-gum brand Trident next year.
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