Brand Spotlights

24 March 2020

Raising the Bar 

Cadbury

Cadbury, Britain’s favourite chocolate producer, had its brand reputation eviscerated following a hostile takeover in 2010. The local press tore into the new foreign owners and Cadbury’s increasingly offbeat advertising campaigns failed to connect with its consumer base. Contagious looks at how the brand was able to reboot its iconic status at a global level

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