Cadbury reveals Olympic campaign to motivate Team GB
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Cadbury is preparing to launch the next phase of its Olympic sponsorship activity with an £8m campaign under the banner “Keep Team GB Pumped”.
The brand is encouraging consumers to upload videos of themselves singing “power training songs” designed to motivate the Team GB athletes in the run up to the Games.
Earlier this summer, Norman Brodie, the general manager of Cadbury’s London 2012 programme, told Marketing Week that the Spots V Stripes activity would become more overtly Olympics themed as the Games approaches.
The campaign also includes an on-pack promotion across Cadbury Twirl, Cadbury Crunchie and Cadbury Dairy Milk offering consumers the chance to win cash prizes and music related rewards, such as headphones and music downloads.
From September, Cadbury will run TV, sponsorship, digital, PR, mobile and experiential activity to support the campaign, including the sponsorship of the upcoming TV programme Minute to Win it in partnership with ITV.
As part of Keep Team GB Pumped activity, Cadbury is bringing back Wispa Gold as a permanent feature in its range and supporting with a £1.5m outdoor and in-store campaign.
It also plans to launch its Olympic mascot shaped chocolates and Bassetts Jelly Mascots in September to coincide with the campaign.
YouGov Insight:
Cadbury
· As of March 2010, 94% of consumers were aware of the takeover of Cadbury by Kraft.
· Of those who were aware of the takeover 5% said that they would boycott Cadbury as a result.
· In 2008, Cadbury pledged to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, Indonesia and the Caribbean.
· In March 2009, this pledge began to impact on its consumer marketing, with the company committing themselves to switch the supply of cocoa for its Cadbury Dairy Milk to 100% Fairtrade.
Click here to read the YouGov Chocolate Confectionary Report
Readers' comments (1)
Clare Ification | Fri, 2 Sep 2011 1:27 pm
when we say that the "Spots V Stripes activity would become more overtly Olympics themed"...
...do we actually mean that the unsuccessful campaign will actually be dropped in favour of something that might work?
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