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Cadbury goes for gold in Olympic game.

Cadbury was quick out of the starting blocks with its Olympics campaign, launching the [pounds sterling] 50m Spots v Stripes promo in September 2010.

It claims the campaign has actively involved more than 19 million people across the UK since launch.

And it continues to flex its muscles as official 'treat provider' as it looks to add sales of [pounds sterling] 123m to the confectionery market. Its limited-edition Big Race chocolate wafer bar (rsp: 54p), which hit shelves in February, has already racked up [pounds sterling] 2.8m in sales [Nielsen w/e 16 June 2011], In August it followed this up with Bassetts Jelly and Chocolate Mascots among other Olympic-themed launches, as well as announcing the permanent return of Wispoa Gold with new packaging to emphasise the word 'Gold', supported by a [pounds sterling] 1.5m campaign.

On the marketing side, too, following numerous community and online games, sponsorship of ITV game show Minute to Win It and a recent tie-up with Blippar, the augmented reality smartphone app ('Will appaugmented reality prove more than just a Blip?', The Grocer, 3 September), Cadbury launched an [pounds sterling] 8m Keep Team CB Pumped campaign last month, inviting consumers to record motivational powertraining songs via a webcam and share them online. The on-pack promotion will give consumers the chance to win one of 150 [pounds sterling] 1,000 cash prizes.

The fact that a confectionery brand is sponsoring the Olympics has been attacked by several UK lobby groups.

And for the trade, the bigger surprise is that Cadbury hasn't responded to the health agenda with a more health-centric treat. There's lot of marketing activity and I am sure the mascots will have novelty value, but the fact that General Mills is sponsoring the Games via its Nature Valley energy bars suggests to me that Kraft has missed a trick," says a senior retail source.


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Comment:Cadbury goes for gold in Olympic game.(FOCUS ON: CONFECTIONERY)
Article Type:Brief article
Geographic Code:4EUUK
Date:Oct 1, 2011
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