Cadbury’s new Keep Team GB Pumped campaign encourages consumers to email videos of themselves singing power training songs to spur on athletes for the London 2012 Olympics.
An on-pack promotion will feature across 11 of Cadbury’s top-selling products, offering 150 cash prizes of £1,000 and music-related rewards.
In November, Cadbury will bring back Wispa Gold, supported by a £1.5m marketing spend.
It is also introducing a range of confectionery featuring Olympic and Paralympic mascots Wenlock and Mandeville. These include a self-eat Cadbury twinpack (rrp 60p); sharing pack of Bassetts Jelly Mascots (rrp £1.49); hollow chocolate Wenlocks (rrp: £2.13); and solid chocolate mascot lollies (69p).
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