Cadbury £6.5m Spots v Stripes campaign takes off

Cadbury is ploughing £6.5m into its latest 'Spots v Stripes' campaign, which promotes its sponsorship of the London 2012 Olympic Games and Paralympic Games, and its new wafer chocolate bar.

The campaign, 'Race Season', will launch tomorrow with 60- and 10-second TV spots, which will run for seven weeks.

Created by Fallon, the 'Race Season' sets nine challenges that prompt people to complete everyday tasks at a quicker than normal pace, and offers competitors the chance to set a world record.

The £6.5m campaign marketing spend, part of an overall £50m invested by Cadbury in the 'Spots v Stripes' initiative, is split between TV advertising, digital, events, community programmes, PR and outdoor advertising.

Digital activity includes online games, Facebook ads, VoD, and SEO, alongside a national outdoor advertising campaign.

Norman Brodie, Cadbury London 2012 general manager, said: "We were delighted with how quickly the Cadbury 'Spots v Stripes' campaign took the nation by storm in 2010, and we are excited by the prospect of continuing the fun in 2011 with the new 'Race Season'.

"The campaign's success to date shows that people really enjoy taking part in some game-playing fun. 'Race Season' continues the fun with a series of challenges, which can be played both online and offline, giving everyone the chance to get involved. Let's play our way to London 2012."

The executive creative directors on the campaign included Chris Bovill and John Allison. Art direction was by Stuart Hallybone and Emily Cussins, and the copywriter was James Woods.

The production company was Blink and the ad was directed by Andreas Nillson. PHD handled media.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).