Kraft’s $21.1bn bid for Cadbury puts agencies on alert
Kraft Food’s $21.1bn bid for Cadbury has put the companies’ marketing communications agencies on alert, with the deal closely following Mindshare’s retention of Kraft’s media account in Australia, and a review of the Cadbury advertising roster.
Kraft’s takeover bid, widely expected to be approved by Cadbury investors on February 2, is part of the US-based company’s aggressive strategy to become a leader in the global foods and confectionery sector.
It is also expected to follow the trend among many multinationals, including PepsiCo, Kellogg, Bayer HealthCare, Reckitt Benckiser and Coca-Cola, to review and consolidate its global agency arrangements in a bid to cut costs.
In Australia, Mindshare Melbourne – Kraft’s long-term incumbent – was recently reappointed to its estimated $15m media account. Ad agencies on the account are JWT and Badjar Ogilvy.
mmmm. A glass and half of full cream milk 2.0 with cheese… mmmm
iChocolate 2.0…it’s gone from the poms to the yanks…I’m sure the seppos will f’up Cadbury Schweppes somehow
RIP chocolate
Fairwell Cadbury’s / Schweppes – I can’t eat anymore chocolate nor drink anymore soda as I am scared that I might develop either diabetes or obesity, or both; from munching too many Dairy Milks and swilling too many lemonades…
Why oh why couldnt I have been bombarded with advertising all my life promoting the consumption of carrots or beetroot and fruit and drinking raw veg juices etc?
Bad, bad Kraft with their processed cheese and now – large sugary sweety substances – we are all doomed… ARRRGGHHHHHHH
Even Vegemite isnt healthy anymore – sob 🙁
this also spells the end of Cadbury’s plans to become the biggest purchaser of fair trade cacao… Kraft will also no doubt water down the quality of the ingredients in other Cadbury owned brand Green and Blacks – damn you, no I’ll have to go to hippie shops to buy decent chocolate
Waddya mean Vegemite isn’t healthy any more?!?