Euro RSCG's relationship with Cadbury began to weaken in 2003 when Publicis won the chocolate business in a global realignment. Euro RSCG had handled brands such as Roses, Milk Tray and Crunchie.
Its work for Bassett is currently airing on TV. The ad, for Bassett's Fruity Babies and Milky Babies brands, features Bertie Bassett in a kitchen, where he falls into a blender. Cadbury resurrected Bertie Bassett in 2003 after a ten-year absence.
Publicis now handles the bulk of the Cadbury business, having picked up Maynards last year.