UK brands giants unite in joint marketing venture

01 July 1997

A JOINT STATEMENT by Bass Brewers, Cadbury, Kimberly-Clark and Unilever announced their intention to work towards joint global marketing of each other's products. The equally-owned venture, which will be based at Birds Eye Wall's HQ at Walton-on-Thames in Surrey, will initially pool information on consumer trends with the longer-term objective of joint marketing, cross-selling and - Data Protection Registrar permitting - database sharing. The statement continues: 'We have to stay at the forefront of consumer marketing, an area that is constantly developing. The aim is to improve our understanding of, and dialogue with, consumers in order that brands continue to meet their needs. All our members already have a detailed knowledge of consumers. However, to enhance this we will work together, building a pool of information of a size and quality that would not be achievable by an individual company.'