Hill and Knowlton has been hired to handle the PR for the pounds 3
million relaunch of Cadbury’s Milk Tray in autumn.
The campaign aims to broaden Milk Tray’s target audience to include a
younger consumer. The emphasis on younger customers echoes Cadbury’s
launch of Pocket Packs 18 months ago, for which H&K also gave PR
support.
A Cadbury’s spokesman said the campaign will ’not merely tinker with the
brand’ and that it was hoped Milk Tray would be ’invigorated’.
A spokeswoman for H&K said both the launch of Pocket Packs and relaunch
of Milk Tray were a ’significant departure’ for Cadbury’s and the
company was looking for a different sort of approach.
Charles Barker has been Cadbury’s retained agency for almost ten years
and was at the centre of the pounds 10 million sponsorship deal with
Coronation Street. Steve Gebbett, managing director of Charles Barker’s
marketing division said: ’Cadbury’s is a huge marketing operation and on
occasion it goes out for project work on an ad hoc basis.’
