Continuing with its support of the London 2012 Olympic and Paralympic Games, UK chocolate brand Cadbury is to launch a brand new on-pack confectionery promotion entitled “You Win if Team GB Wins”. The promotion will commence on 18 June and run until 1 September.
Chocolate brands included in the new on-pack promotion include: Wispa, Cadbury Dairy Milk Caramel, Crunchie, Boost and Starbar.
So how exactly will this confectionery promotion work? Having purchased an eligible chocolate bar, the consumer can find a unique code on the inside of the wrapper. The code can be submitted either online or by text. In doing so, the consumer will be given an athlete’s name, an event that the athlete is competing in and the date of the final. Cash prizes of £20, £10 and £5 are up for grabs if that athlete should win a Gold, Silver or Bronze medal – you win if Team GB win!
Apparently there is a 1 in 34 chance of receiving an athlete that is a medal winner, so a 1 in 34 chance of winning £5 or more.
Cadbury is to support the “You Win if Team GB Wins” promotion with social media marketing, outdoor advertising, radio and in-store POS.
Susan Nash, Trade Communications Manager at Kraft Foods, comments: “We are extremely excited to announce this one-off promotion in support of arguably the greatest show on earth. It allows everyone to feel a part of the games by having a stake in who wins. With such a huge marketing campaign to support this on-pack promotion retailers should make the most of the high consumer awareness by stocking the limited edition bars. This is a culmination of three years of anticipation and we thank retailers for the support they have given the brand so far.”