Cadbury steps up to the sports challenge
Published:  17 September, 2010

Cadbury has launched a promotion inviting consumers to “challenge an Olympian” on core chocolate bars including Dairy Milk, Twirl, Wispa, Crunchie and Double Decker.

Packs will feature an entry code which can be used to register for a series of online games in which consumers are invited to beat the scores of British Olympic medal winners, including swimmer Rebecca Adlington, bob skeleton racer Amy Williams, triple jumper Phillips Idowu and hurdler Kris Akabusi.

Everyone registering will be entered into a prize draw to win a place in a live Challenge an Olympian event next February, competing against the same athletes.

The promotion is part of Cadbury’s Spots v Stripes campaign in the run-up to the London Olympics in 2012, of which Cadbury is the official treat provider.

Trade communications manager Susan Nash said: “The campaign is sure to be front of consumers’ minds with awareness and demand expected to be high, so retailers should ensure they have sufficient stock.”

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