Portfolio Strategy & Harmonisation: Cadbury Gum

Pan-European strategic re-think to define a harmonised positioning platform across 5 brands that leverages local strengths, enables economies of scale and unlocks future growth.

RESULT
A single 'big brand idea' that has unified the brands across multiple markets enabling pan-European communication for the first time in 2010.

"The brandgym's structured process and extensive experience helped us to align our brand portfolio strategy across Europe, solving a real challenge we had been facing for many years." Kostas Vlachos, European Gum Director, Cadbury.