Cadbury and How to Kill a British Icon

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Ever since the American company Mondelez (Formerly Kraft) bought Cadbury in 2010, the classic brand has seen a steady decline

The classic British brand has suffered through changing recipes to resemble horrendous American chocolate, shrinkflation and bland advertising. Cadbury is now just another cog in a huge corporate machine, and a shell of its former self.

Music: Nilly Willy - Yung Logos

Articles and Links
Takeover
https://www.theguardian.com/commentisfree/2010/jan/20/cadbury-not-such-a-sweet-deal
https://www.bbc.co.uk/worldservice/business/2010/01/100119_cadbury_kraft_takeover_wbn.shtml
https://www.youtube.com/watch?v=upgaqJ139Dc&t=4s

Taste
https://www.walesonline.co.uk/whats-on/food-drink-news/we-bought-cadbury-milk-tray-28474681
https://www.foodprocessing.com.au/content/processing/news/cadbury-nz-returns-to-cocoa-butter-only-recipe-903006906
https://www.youtube.com/watch?v=9QrsiMr6slo
https://www.youtube.com/watch?v=Jt2vaCS2kFc&t=4s
https://www.bbc.co.uk/news/newsbeat-30780010
https://www.theguardian.com/business/2015/jan/12/shellshock-cadbury-comes-clean-on-creme-egg-chocolate-change
https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/12094209/Cadbury-loses-more-than-6m-in-Creme-Egg-sales-after-changing-recipe.html
https://www.standard.co.uk/news/uk/cadburys-time-out-chocolate-recipe-taste-change-b1134753.html#

Shrinkflation and Fines
https://time.com/6981403/mondelez-oreo-cadbury-maker-fined-millions-european-commission/
https://www.youtube.com/watch?v=TlXLCrzpToo
https://news.sky.com/story/shrinkflation-at-cadbury-as-size-of-dairy-milk-sharing-bar-is-reduced-but-price-stays-the-same-12577038
https://www.theguardian.com/business/2022/mar/28/cadbury-family-size-dairy-milk-bars-get-10-smaller-but-price-stays-the-same

Rebrand
https://www.wearebulletproof.com/work/cadbury-from-joy-to-generosity/
https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_packaging_for_cadbury_by_bulletproof.php
https://www.marketingweek.com/cadbury-ditches-joy-positioning/

Good adverts
https://www.youtube.com/watch?v=biWhtZXlb7s
https://www.youtube.com/watch?v=ysBN_cZbiJ0
https://www.youtube.com/watch?v=Rs2z7OA3XKI
https://www.youtube.com/watch?v=C30UpFc1O6o

Soppy adverts
https://www.youtube.com/watch?v=mBNBsZdMm-s
https://www.youtube.com/watch?v=IOdUD8-OcDs

Fairtrade
https://www.theguardian.com/business/2009/jul/22/cadburys-dairy-milk-fairtrade
https://www.independent.co.uk/voices/cadburys-chocolate-fairtrade-fair-trade-mark-farmers-kraft-american-brand-abandoned-promise-a7445826.html
https://www.globalcitizen.org/fr/content/cadbury-fairtrade-questions-explained-chocolate-co/
https://thegoodshoppingguide.com/brand-directory/cadbury-chocolate/
https://www.fairtrade.org.uk/farmers-and-workers/cocoa/cocoa-life/