Cadbury, the Official Treat Provider of the London 2012 Olympic and Paralympic Games, has announced the second of its initiatives themed around the event.
Following the success of the Spots v Stripes campaign launched last year, Cadbury will be appealing to the public to ‘Keep Team GB Pumped’ and help record several iconic music tracks to support them throughout their training by uploading their own singing voices online.
An on-pack promotion will also be launched across eleven of Cadbury’s top selling products, including Twirl, Crunchie and Dairy Milk, offering consumers a chance to win one of 150 cash prizes of £1,000 and music related rewards such as headphones and music downloads. A total of £8m is being invested in marketing and a full suite of POS will be available.
There will also be four new products in the shape of the Games mascots, Wenlock and Mandeville. These include a Mascots twinpack of aerated chocolates, Bassetts Jelly Mascots, a hollow chocolate Wenlock and a solid chocolate Mascot lolly in a variety of designs.
Also as part of the campaign, Wispa Gold is returning in November with a limited edition design and supported by an incremental £1.5m marketing spend.
Susan Nash, Trade Communications Manager at Kraft Foods, said: “With Olympic Games and Paralympic Games fever taking hold already, we are sure that Keep Team GB Pumped, Wispa Gold and Cadbury London 2012 Mascots will all be popular choices with consumers, helping them to feel part of the excitement and really get behind the athletes.”