Cadbury is promotes its sponsorship of the London 2012 Olympic Games and Paralympic Games, and its new wafer chocolate bar with the latest instalment of its 'Spot 'n' Stripes initiative.
The campaign, 'Race Season', is launching 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 £50 million 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.