22 Jan 2024
As one of the UK’s most recognisable and best-loved brands, it’s nice to be able to join in the celebrations and wish Cadbury a very happy 200-year anniversary.
While it may have not have retained its British ownership (Cadbury, formerly Cadbury's and Cadbury Schweppes, is owned by Mondelez International, formerly Kraft Foods), its link to the British public remains as strong as ever.
So, apart from being the name behind a deliciously sweet range of chocolatey treats (and that’s a really good start!), what is it about the Cadbury brand that has given it this place in the hearts of the people and sense of longevity?
It all began in 1824 when John Cadbury opened a grocer's shop in Birmingham, where he developed a reputation for selling cocoa and drinking chocolate, which he prepared himself. It wasn’t long before John started manufacturing.
When his sons, George and Richard Cadbury, set up a new factory just south of Birmingham it became more than just a place to work. Bourn, 14.5 acres with a meadow and stream, was named Bournville, giving Cadbury workers the chance to leave the crowded, dirty city behind and enjoy a better quality of life.
Generosity has been a consistent value for the company ever since and this year’s landmark anniversary will see the brand revive the campaign film ‘Birthday’, taking the viewer from 1824 to the present and showing how the joy that comes from a little girl buying her mum a bar of Dairy Milk remains the same.
Elise Burditt, senior marketing director at Mondelez, explains: “It’s about what Cadbury stands for.”
At the centre of any good marketing plan is exactly that… an understanding of what your brand stands for. What are the core values that your brand is built on and adheres to?
Without knowing the answer to this key question, creating an appropriate marketing strategy and a plan of activity to share your message is virtually impossible.
If you’re unsure of your core values as a business, it’s probably time to reconsider your own marketing strategy, what your brand message is and how you can best communicate this.
While we can’t predict what will happen in 200 years from now, KAT Marketing is ready and able to help you take the next step in your business’s journey. To create or develop your brand and produce an effective strategy to market your business into the future, speak to the KAT team.