Confectionery giant Cadbury is to launch its first multi-brand Christmas marketing campaign later this year.
The campaign will see a major revamp of its entire product portfolio for the 2013 season under a 'Christmas Wrapping' knitting-style theme and will allow the company to begin its promotional efforts earlier than its current approach allows for. Previous seasonal marketing efforts by Cadbury have largely focused on advent calendar and limited edition Christmas variant innovations.
The seasonal packaging rejig will be accompanied by a multi-million advertising advertising campaign entitled 'Unwrapping Joy'. A TV ad will feature Cadbury chocolate fans rather than actors, according to the Mondelez-owned company.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
