NEWS: Euro RSCG ads refresh Roses ‘thank-you’ tag

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.

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

TMD Carat.



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

business.’



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

relationship.



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.



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