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Cadbury hope re-launch will come up smelling of Roses

This article was originally published in Foodnews

ESTABLISHED chocolate box brand Roses, owned by Cadbury, is to be given a new image and brand strategy in a bid to attract more consumers. The "Thank you" positioning is to be dropped and the blue box, which has been synonymous with the chocolates for 30 years, has been replaced with silver metallic packaging. The brand will further benefit from an investment of USD1.9 million for its new campaign.

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