Kraft must "take care" with Cadbury brand
As Cadbury slowly slipped into the hands of Kraft last night, brand strategy consultant Simon Middleton expressed his concerns and sadness regarding the deal. The man behind branding British Airways and McCann Erickson said: “I am sad about this great British company, nearly 200 years old, going to US ownership, and I fear both for the brand itself and of course for British jobs. But the real test will be in the care that Kraft take to maintain the essence of the brand. Cadbury’s brand positioning over many years has been distinctive, authentic and compelling. From the former sponsorship of Coronation Street to the brilliance of recent advertising including drumming-Gorilla, dancing eyebrows and racing airport trucks. Only time will tell if Cadbury thrives or dwindles under its new owners.” Meanwhile, Kraft has signalled its intentions for Cadbury by saying it will de-list the company. A statement read: “Following receipt of sufficient acceptances (75 per cent), Kraft Foods intends to procure that Cadbury will apply for the cancellation of the listing of cadbury shares on the official list and the trading on the London Stock Exchange for listed securities. Kraft Foods also intends to procure that, as soon as practicable.”
