Cadbury launches £50m Olympic marketing campaign

By Mike Stones

- Last updated on GMT

Related tags: United kingdom, Cadbury

A Spots v Stripes sport challenge is the centre piece of Cadbury’s £50m marketing campaign linked to the Olympic and Paralympic Games to be staged in London in 2012.

Describing itself as the Games’ “Official Treat Provider​,” the company has launched the initiative to run until the event begins in July 2012.

The competition, supported by the charity Groundwork, aims to build community spirit by inviting millions of Britons to join either the Spots or Stripes team. Both teams will compete in a range of activities from traditional sports, such as five-aside football, to arm-wrestling and other activities to see which team will triumph ahead of the Olympics.

Cadbury plans a Spots v Stripes national road show to visit UK cities over the next two months encouraging people to use giant games kits provided by the Dairy Milk Maker. Events are planned for Glasgow, Leeds, London and Birmingham.

Community spirit

Groundwork chief executive, Tony Hawkhead, said: ‘Spots v Stripes is a fantastic opportunity to engage communities in events and activities that help neighbours get to know one another, break down barriers and build community spirit.

Working together with…Cadbury, Groundwork will be using Spots and Stripes as a platform to encourage wide-ranging discussion and dialogue in these communities​.”

Nick Bunker, president of Kraft Foods UK and Ireland, said the goal was ‘to use the power of playing games to unite and strengthen communities - leaving the nation with the ideas and inspiration to continue playing games in the future’​.

Cadbury’s website commented: “The London 2012 Games will be the biggest public event to happen in the UK during our lives and we believe Cadbury’s support for London 2012 will be great for Cadbury, the Games and for Britain.

“Our products are treats, which bring a moment of fun and pleasure and a smile to the face. We want to bring that same fun, pleasure and smile to the 2012 Games​.”

The company plans to commission independent research to evaluate the impacts and social benefits of the programme on communities and identify lessons for future initiatives.

Marketing rights

Cadbury signed a deal in 2008 to become the Official Confectionery and Packaged Ice Cream Supporter for London 2012. This gives the company the rights to use the London 2012 marks on packaging as well as marketing rights with Team GB and Paralympics GB in the UK only.

During the games, Cadbury will have exclusive right to supply all confectionery and packaged ice cream sold within the Olympic Park and at other Olympic and Paralympic venues.

Countering suggestions that it may be inappropriate for a confectionary company to sponsor the Olympic Games, Cadbury’s website states: “All our products have clear nutritional information to help consumers make informed choices and a “Be Treatwise” responsible consumption message on the front of pack.

“In addition Cadbury is a full member of Business 4 Life which works with the UK Government’s “Change for Life” campaign​.”

Related topics: Manufacturers, Mondelez International

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