Winning sales with Team GB and Cadbury

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To celebrate the Olympics, Cadbury is launching an on-pack promotion, entitled ‘You Win, if GB Wins’, set to bring to life the emotions and thrill of the London 2012 Games to consumers, in-store from 18th June through to 1st September.

‘You Win, if GB Wins’ features on five of Cadbury’s popular countlines: including Wispa, Cadbury Dairy Milk Caramel, Crunchie, Boost and Starbar.

The mechanic is easy; every pack contains a unique code on the inside of the wrapper which can be entered online at or via text to receive a TeamGB and ParalympicsGB athlete’s name, an event that the athlete is competing in and the time of the final. The premise is simple if that athlete wins then so does the consumer. Anticipation is set high as each consumer has an average chance of 1/34 of receiving an athlete that is a medal winner.

Most exciting of all if a consumer’s athlete wins in the final they will receive a cash prize linked to the medal won by that athlete – £20 for a gold medal, £10 for a silver or £5 for bronze. This innovative promotion is set to bring to life the exhilaration of winning to consumers through the eyes of TeamGB and ParalympicGB athletes.

Furthermore, this on-pack promotion is supported by extensive in-store POS to drive excitement and sales for retailers. ‘You Win if GB Wins’ will be supported by a national outdoor, radio, and social media marketing campaign to generate awareness ahead of The Games.

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.”

Source: Sweets & Snacks