Cadbury unwraps on-pack Olympics package giveaways

19 March 2012 by
Cadbury unwraps on-pack Olympics package giveaways

Cadbury](, the Official Treat Provider for the 2012 London Olympic Games, has entered the third stage of its Olympics consumer campaign with the launch of ‘Unwrap Gold', its first on-pack ticket giveaway

From 2 April, packs marked with a golden flash may contain a golden voucher to win one of hundreds of London 2012 ticket packages. All packages include entry to the games, accommodation and transport to and from London.

Unique codes printed on the packs also give consumers the chance to win one of a 1,000 prizes a day by checking their numbers on the Cadbury website.

Unwrap Gold will appear on 18 lines, including sharing bags and multi-packs, across the Twirl, Double Decker, Wispa, Flake, Crunchie and Cadbury Dairy Milk lines.

The promotion will run from 14 April to 7 July, backed by a substantial TV, outdoor, press, radio, social media, PR and online marketing campaign.

The group's website offers other ways to win tickets to the games, such as the Spots V Stripes competition, plus the chance to send messages of support to competing British athletes.

[Kraft Foods]( will launch a limited-edition 400g Cadbury Dairy Milk chocolate bar in May that is wrapped in a heritage pack to tie in with the Queen's Diamond Jubilee.

The wrapper will incorporate elements of the design used in 1952, when the current Queen was crowned.

Cadbury was first awarded a Royal Warrant by Queen Victoria in 1854 (30 years after it was founded) and was granted a warrant of appointment in 1955 by Queen Elizabeth II.

"The 400g bar of Cadbury Dairy Milk, which caters for sharing occasions and taps in to consumers' sense of patriotism and excitement around these celebrations, is perfect for such occasions," commented Susan Nash, trade communications manager at Kraft.

By Angela Frewin

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