Cadbury, the confectionery brand under Mondelēz International, confirms a 12-month partnership with Mad Hat Asia, with the agency leading all the brand communication efforts in Malaysia. Mad Hat Asia will focus on driving a meaningful brand story for Cadbury’s various initiatives and campaigns throughout the year.
Mad Hat was appointed on the strength of its effective communications, media and influencer relations work done for 2018 campaigns including Cadbury FC – Cadbury’s extended partnership with the English Premier League, the launch of Cadbury Dairy Milk Lickables and the highly acclaimed Jom Cadbury campaign which saw the launch of Cadbury Dairy Milk Kopi C variant with legendary illustrator Lat .
“Mad Hat is a young, yet experienced team, which is exactly what a brand like Cadbury needs at this stage of the brand’s growth. We are very impressed with their holistic campaign development approach, out-of-the-box thinking, and effective execution. Mad Hat’s unconventional approach towards content creation is amongst the key contributors that led to Cadbury generating some very fresh influencer and media engagement initiatives,” said Nisha Nair, Mondelēz Brand Manager of Cadbury Dairy Milk.
Ms Nair added, “Cadbury’s first fully local campaign ‘Jom Cadbury’ was conceptualized and led by Mad Hat. I’m looking forward to developing and implementing more campaigns in 2019 that resonate with the Malaysian audience with Mad Hat Asia.”
In 2018, Mad Hat focused efforts on building a strong presence for Cadbury Malaysia, which supported the brand in regaining market leadership in the months of August and September.
“We are inspired by the Cadbury Malaysia team’s energetic and enthusiastic approach to marketing the brand. It is only when client partners believe in our ideas and are bold in taking risks with us, that great work is allowed to be realized. The team at Mad Hat are thrilled to be chosen once again to work together with Cadbury in spreading joy and making something good happen. We will continue to push boundaries and drive excitement, through relatable and emotional content,” added Angeline Chandran, General Manager at Mad Hat Asia.
Mad Hat Asia’s client partners across the areas of public relations and social media include Heineken Malaysia; Viu; Strongbow Apple Ciders; Lipton; Magnum; JD Sports; Rexona; Carsome.