Cadbury rolls out Big Race bar
Published:  04 March, 2011

Cadbury has launched a limited edition Big Race bar to tie in with the latest activity in its ongoing Spots v Stripes campaign.?The spring activity will be called the Spots v Stripes Race Season and will aim to reward nine members of the public with Guinness world records for performing everyday tasks in the quickest times, including making a cup of tea or changing the bed.?The promotion is backed by a £6.5 million programme of TV, outdoor and digital advertising – and the launch of Big Race, a wafer bar with cocoa crème and biscuit pieces covered in chocolate.?Spots v Stripes aims to encourage Brits in game-playing in the lead-up to the 2012 Olympics.?“The new bar follows the success of the limited edition Challenge Bar [in 2010] and is born out of recognition of the importance of supporting bigger campaigns with exciting NPD and compelling in-store activation,” said trade communications manager Susan Nash.?Cadbury is backing its Dairy Milk Caramel Bunnies brand with press

and outdoor advertising in the run-up

to Easter.?The campaign will run from the end of March, with press activity focused on women’s magazines.?The company is also introducing a Caramel Bunnies shell egg containing five Caramel Bunnies packs for this Easter.?Meanwhile, Cadbury has redesigned the packaging for the Natural Confectionery Company range of children’s sweets.?The range is to be backed by a £3.5 million above-the-line spend in 2011 with new TV ads featuring animal characters from the packaging.

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