Cadbury Malaysia names PR partner to drive 'meaningful' brand story

Cadbury has appointed Mat Hat Asia to manage brand communication efforts in Malaysia for 12 months, with a focus on driving a meaningful brand story for Cadbury’s various initiatives and campaigns. Mad Hat was selected based on the strength of its communications, media and influencer relations work done for 2018 campaigns, according to the press statement. These included Cadbury FC, the launch of Cadbury Dairy Milk Lickables and the Jom Cadbury campaign which saw the launch of Cadbury Dairy Milk Kopi C variant with illustrator Lat. A+M has reached out to Cadbury for additional information. Nisha Nair, Mondelēz brand manager of Cadbury, said Mad Hat is a young yet experienced team, which is exactly what a brand such as Cadbury needs at this stage of its 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,” Nair said. Meanwhile, Mad Hat's GM Angeline Chandran said the team is inspired by Cadbury'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," she said. This comes after Viu appointed the agency to lead communications efforts for the next 12 months. Among its list of client partners include Heineken Malaysia, Strongbow Apple Ciders, Lipton, Magnum, JD Sports, Rexona and Carsome.