Cadbury’s – TV Programs….Online….Olympics!

Cadbury Spots V Stripes - Marketing Communication Blog

The Cadbury’s brand have done it again…In order to push the Spots V Stripes product the brand have partnered with ITV and ITV2 programmes to be launched this autumn.  The shows will be based on the Minute to Win It program that was launched by NBC in the US last year and the format is in production in 30 countries.

Cadbury’s initial launch of the Spots v Stripes product was in support of its sponsorship of the London 2012 Olympics. According to a recent report from Marketing Week, the strategy was and is to encourage people to become involved in playing games. This branding is seen everywhere and has been a huge investment for Cadbury involving a substantial lead time running up to the Olympics.  Take a look at the launch advert from back in August 2010, almost two years prior to the Games, launching the Spots V Stripes idea with different competitive fish!

The wider gaming format of Minute to Win It will be rolled out at Cadbury Spots v Stripes events.  Hopefully the timing of the ITV game program will tie in nicely with the lead up to the Olympics and therefore give Cadbury the exposure it needs to ensure sales continue long after the events of 2012.   Cadbury currently have a strong association with the Olympics, on the website it is listed as a worldwide partner, alongside MacDonald’s and Coca Cola…ironic given the nature of the event!

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