TITLE

Kraft borrows InBev model in plotting play for Cadbury

AUTHOR(S)
Mullman, Jeremy; York, Emily Bryson
PUB. DATE
September 2009
SOURCE
Advertising Age;9/14/2009, Vol. 80 Issue 30, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses Kraft Inc.'s public relations campaign for its proposed $16.8 billion acquisition of British confectioner Cadbury PLC. The company is attempting to convince Cadbury stockholders that the deal is in their interests despite the fact the offer was rejected by the board of directors. Kraft is employing the public relations firm Brunswick Group, who advised brewery InBev in its successful takeover of Anheuser-Busch.
ACCESSION #
44183847

 

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