The shift sees Starcom take on duties for all of Cadbury’s chocolate and non-chocolate brands, including Halls. According to Starcom Beijing GM Angela Ng, Cadbury is focused on growing market share in China, a country where chocolate consumption is still relatively low.
“Definitely they want to increase market share and sales and be more focused in their targeting,” said Ng. “Chocolate is still pretty much a foreign food, but the Chinese consumer’s tastebuds are changing.”
