Flake’s yellow packaging will feature red lipstick kisses all over it during the promotion, which will run on single bars and five and nine?-bar multi?packs.
There are six different shades of Benefit’s best?selling lipsticks and two different Benefit lip glosses to be won. Consumers can find out if they’re a winner by texting or entering online a code printed on the inside wrapper of promotional packs.
Lipstick-shaped POS material will be available for retailers, and press ads and digital activity will back the campaign.
Kate Harding, trade communications manager for Cadbury, said: “Femininity, sensuality and luscious lips have always been at the heart of Flake’s brand equity, therefore an on-pack promotion with the chance to win one of 1 million gorgeous Benefit lipsticks will be a compelling offer for our female consumers.”