A classic form of communication…

Brochures still have a role to play in our increasingly digital world. Not just as online PDFs but also, when the audience and objectives call for it, in print. This classic form of communication allows you to put your story into people’s hands and, in turn, allows people to take in your story at their own pace – returning to it as and when and as many times as they like.

I’ve written hundreds of brochures over the years for many different clients. Here’s an extract from one of my favourites, Cadbury’s award-winning corporate brochure:

Cadbury’s corporate brochure

(Winner of best corporate publication in the 2008 Corporate Communications Awards.)

Hello
Come and get a real taste of Cadbury. Who we are, why we’re different and what we’re doing to achieve our vision of being not just the biggest but also the best confectionery company in the world. Where to start? Well, we create chocolate, gum and candy brands people love — brands like Cadbury Dairy Milk, Trident and Halls. So, let’s start there…

Delicious chocolate brands
We love chocolate. It’s been a big part of our lives since our earliest days. When John Cadbury started his business way back in 1824, did he realise he was laying the foundations for one of the world’s great chocolate companies? We don’t know for sure. But what we do know is that today, for many people around the world, only Cadbury chocolate will do.

A glass and a half hero
Cadbury Dairy Milk is at the heart of our success, Loved by millions of people in over 30 countries around the world, it generates around £500 million of sales each year And no matter where in the world Cadbury Dairy Milk is enjoyed, there’s always a glass and a half of fresh, natural milk in every half pound.

It is the hero of our chocolate portfolio and was a hit from when it was created back in 1905. It has helped ensure Cadbury is a brand people love from Canada to Cairo. For example, we have been voted the most trusted brand by consumers in Australia and New Zealand for the last four years.

In Poland, where our main chocolate brand is Wedel, our chocolate is also a national hero. Wedel is Poland’s biggest confectionery brand and was the country’s original chocolate. Today it still retains its unique recipe, including local favourite Ptasie Mleczko (meaning Bird’s Milk).

Refreshing gum brands
Gum is the fastest growing confectionery on earth. Whether to freshen breath, strengthen teeth, as an ideal diet-conscious snack, or just for the pleasure of chewing – its popularity is on the up and up. We’re at the heart of this chewy world, with Trident, the world’s biggest chewing gum brand; Bubbaloo, one of the world’s biggest bubblegum brands; Dentyne, a leading `intense’ gum brand; Chiclets, the original gum in many places; and local leaders such as Clorets in Mexico and Japan, Hollywood in France and Stimorol and Dirol in Northern Europe, Russia and South Africa.

Flavour and functionality
Trident is now the world’s biggest gum brand — and it’s still growing fast. It has doubled in size since we acquired it in 2003. Trident was one of the world’s first sugar free gums, marketed as ‘the great taste that is good for your teeth’. It was also the first gum in space — enjoyed by astronauts on the 1964 Gemini space flights.

Today Trident continues to offer outstanding functionality — our most recent oral care innovation is Trident Xtracare, which strengthens teeth through the patented power of Recaldent, But we’ve also taken taste to a new level through innovative formats such as our centre-filled gum and more indulgent and longer-lasting flavours, including Strawberry-Lime and Watermelon-Mint. Gum never tasted so good.

Uplifting candy brands
From soft fruity jellies to hard-boiled sweeties, from cough drops to caramels – there are many different members of the candy family. Candy represents over 30% of the global confectionery market, And we’re the leading player.

The world’s biggest breath of fresh air
Halls is the world’s biggest candy brand. Its famous Mentho-Lyptus formula was invented in the 1930s and the distinctive Halls cough drops began to go on sale soon after.

The secret to Halls’ success lies in its uplifting combination of functionality and refreshment.

In cooler climes, Halls soothes coughs and colds; in sunnier spots, it’s a refreshing and revitalising candy. All around the world though, consumers agree that Halls’ distinctive cooling sensation is like taking a deep breath of fresh air — it soothes and invigorates so you’re ready for what’s next.