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Sweet smell of success as Brazen tucks into Cadbury World brief

Cadbury's chocolate Coronation crown

Brazen has been appointed as Cadbury World’s PR agency, looking after the brand’s consumer news, including its show-stopping chocolate creations.

Brazen has been creating brand fame for Cadbury World operator Merlin Entertainments, whose attractions include LEGOLAND and Alton Towers, for over a decade and, since the acquisition of Cadbury World’s operating and brand licenses earlier this year, the Birmingham-based attraction has become the fifth brand under Brazen’s roster.

Starting in April, Brazen has already sunk its teeth into the attraction’s consumer news, with a tasty tribute to King Charles in the form of a life-sized replica of St. Edward’s crown in celebration of the Coronation.

Peter Burling, client director at Brazen, said: “Working with Merlin Entertainments is a real privilege and to add a new household brand to our portfolio is super exciting. From talking about sea creatures for SEA LIFE, master model builders for LEGOLAND Discovery Centres and dark histories for the Dungeons, there’s never a shortage of headlines!

“We’ll be focusing on the uniqueness and historical elements of the Cadbury World attraction, while ensuring that we spotlight the fantastic work that the team and its experienced chocolatiers carry out.”

Diane Mitchell, marketing manager at Cadbury World added: “Brazen are trusted partners who consistently deliver. When Cadbury World joined the Merlin family, we knew that Brazen would be able to take on the challenge and we’re already impressed with what they’ve delivered so far.”

Cadbury World is based in the historic village of Bournville, just outside Birmingham city centre, where visitors can learn all about the history, magic and making of Cadbury chocolate.

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