Brand Spotlights

Raising the Bar 


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

Wish you could read this?

Become a member and you'll not just read this article but discover thousands more world-class campaigns, deep dives on brands and cutting-edge trends.

Membership includes open access to Contagious IQ, our intelligence platform that deconstructs the most creative, effective and innovative marketing ideas from around the globe, as well as exclusive briefings, webinars and training courses.

Become a member?

Yes please

Already a member?

Log in
This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit to learn more.