Industry News
Cadbury’s Heroes ad earns highest ever outdoor score
T
he latest Heroes outdoor campaign from Cadbury’s has achieved the highest
ever score for outdoor advertising from System1. Two of the adverts from the campaign, ‘Pride and Prejudice’ and ‘Queen’ scored 5.9 star ratings, well above the average rating for out-of-home adverts (2.5 stars). A third outdoor advert in the series, ‘Robin Hood’, achieved 5.8 stars, while the TV version of the creative also scored a top 5.9 rating. System1’s star rating is calculated by measuring emotional response to an advert, with strong, positive emotions a key factor in driving long-term brand growth. The adverts, which show a series
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of chocolates from Cadbury’s Heroes collection rebranded with the names of iconic pop culture figures, subverts audience expectations to evoke humour and rewards double-take repeated viewing. The simplicity of the adverts’ appearance and the use of familiar brand assets make it easier for audiences to recognise Cadbury and recall the creative later on. System1 has recently released a new study along with JCDecaux which connects creative quality in OOH advertising with real commercial impact. The Double Take study was conducted in seven markets and found that when OOH creative sparks emotion and is clearly branded, it
Cadbury’ Heroes ‘Queen’ advert
delivers twice the commercial impact. Andrew Tindall, SVP of global partnerships, System1 said: “Being seen and remembered is key for brands. This global playbook is a first-of-its-kind analysis of the creative decisions and features that can be leveraged in out-of-home to earn lasting impact and drive real business outcomes.”
Kongsberg PCS launches semi-automated smart material handler
mart Material Handler, a solution for the digital cutting of sign, display, folding carton and
corrugated applications, has been added to the Kongsberg product line-up. It enables operators to load new materials while the cutter is still processing the previous sheet, acting as a buffer zone and allowing one operator to handle tasks that typically require two, cutting labour needs by 50%. The SMH comprises a loading table with an optional Underside Camera that automatically detects registration marks and
Smart Material Handler
adjusts positioning, and an offloading table. The loading table is suitable for rigid substrates but has the option to be quickly replaced with a roll feeder. In addition, the Smart Material Handler can be used in both landscape and portrait modes. Stuart Fox, president and CEO, Kongsberg PCS, said: “By expanding our automation portfolio with the Smart Material Handler, we are reducing the operator need by 50% while also enabling our customers to enhance productivity and achieve overall smoother production throughout the cutting process.”
Service Offset Supplies appointed as premier UK reseller for Liyu large-format printing machines
iyu England has appointed Service Offset Supplies (SOS) as a premier UK reseller for the Liyu range of large-format printing machines. The new partnership marks a significant step forward for SOS and its customers, expanding the company’s large-format product portfolio and combine the company’s renowned technical expertise with Liyu’s high-performance printing technology.
SOS will be offering the full line-up of Liyu high speed industrial large-format solutions.
As the official UK distributor, SOS will | 18 | November/December 2025
provide full sales, installation, training and aftersales support, backed by Liyu England’s experienced engineering and service team.
Omran Anwar, joint MD at SOS, said: “We’re delighted to help grow the Liyu brand in the UK. It’s also about offering a growth path for our customers on their journey into the large-format market. “We already have a high profile as a supplier of Roland print & cut machines and Epson proofers, and we feel the addition of the bigger Liyu machinery completes our large format offering and offers customers a truly compelling choice.”
Omran Anwar, joint MD, SOS, with Eddie Tucker, MD, Liyu England
www.signupdate.co.uk
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