Euro RSCG Wnek Gosper will unveil its debut work for Cadbury’s Roses
this week, with the brand’s first new TV commercials in five years.
Cadbury, which awarded the account to Euro RSCG after parting company
with Bartle Bogle Hegarty in January, is spending pounds 2 million on
the national TV campaign in the run-up to Christmas. Media is handled by
Two 40-second ads refresh the company’s 17-year-old ‘thank-you’ strategy
and portray the difficulty some people have in expressing gratitude.
In the first ad, an ex-con club bouncer struggles to find a way to thank
his boss for taking him on. In the second spot, a young boy agonises
over a thank-you note for his gran. In the end, both the bouncer and the
boy decide to send a box of Roses.
The commercials were written by John Foster and art directed by Andy
Imrie at Euro RSCG. Both were directed by Carl Prechezer and Pete Salmi
through Rose Hackney Barber.
Brett Gosper, the chief executive of Euro RSCG, said: ‘The brief was
made tougher because of the enormous importance of Roses to Cadbury’s
Roses is traditionally the biggest selling confectionery brand in the
months leading up to Christmas, outselling Mars Bar and Kit Kat.
BBH resigned Cadbury’s Dairy Milk and Roses accounts, worth a combined
pounds 4 million, last October amid talk of an increasingly strained
GGT later picked up Dairy Milk. Euro RSCG, the other agency on Cadbury’s
roster, has worked with the company for seven years on Crunchie, Caramel
and Milk Tray.