British chocolate and candy giant Cadbury Trebor Bassett is set to make a major investment in Cadbury chocolate products, unifying these into a single master brand.
The melding is backed by a $64 million (€53.0m; £35.7m) ad campaign under the sugary tagline 'Your happiness loves Cadbury' -- thus ending a memorable era of individual and often quirky brand ads for products such as Crème Eggs and the famously phallic Flake.
The strategic aim is to make the Cadbury name synonymous with chocolate, explains customer relations boss Mike Tipping. "It means that all Cadbury advertising will have a consistency of style, tone and manner," he says.
The unified brand campaign by Publicis Worldwide -- its first major UK effort since winning Cadbury's global business seventeen months ago -- will break across TV, outdoor and print this upcoming holiday weekend.
Publicis central casting has come up with a range of animals including a puma and a sheep to bolster a proposition that would have fascinated R D Laing: chocolate equals happiness. The disparate creatures apparently represent the "inner happiness" of different people.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff