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Confectionery: People on the move

By Jane Byrne , 28-Apr-2011

Wrigley UK has appointed US Coca-Cola global marketing director for sports & energy, Daniela Campari, as UK marketing director to ‘re-invigorate’ its brands.

Campari will join the group in June. She also held the role of director of innovation in North America during her tenure at Coco-Cola and was previously vice president of strategic business development at InterContinental Hotel Group.

“Wrigley’s products are iconic in the minds of the consumer and a marketer’s dream to work with," she said.

The UK market for chewing and bubble gum has hit a sticky patch, revealed research firm Key Note earlier this month, with a focus from major brands such as Wrigley on mint gum marking a return to “simpler and more effective products”.

Campari said the strategy now for Wrigley will be to bolster and expand the gum category by developing new consumption occasions as well as through “recruiting new users”, and by strengthening its relationship consumers “on a functional and emotional level.”

Meanwhile, Mars has put former Kraft marketer Michael Magee in charge of developing the marketing strategy for the company’s UK chocolate portfolio, which includes brands such as Galaxy, Maltesers and M&Ms, reports Marketing Week.

The appointment is said to be part of a push for greater positioning in the UK confectionery market by the global giant.

Magee is currently the global brand director for Mars in Australia.

Mars restructured its European operations last year, making its UK chocolate business an stand-alone entity, a move designed to bolster its performance against rivals within the UK market including Cadbury and Nestlé. Fiona Dawson heads up Mars UK.

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