Cadbury rethinks Spots V Stripes digital strategy

Cadbury is reviewing the digital strategy for its flagship Spots V Stripes London 2012 marketing campaign, amid concerns about the effectiveness of the push.

Cadbury: re-thinking digital strategy for Spots V Stripes
Cadbury: re-thinking digital strategy for Spots V Stripes

It is understood that the campaign, launched last year to activate Cadbury's £2m-plus, tier-two sponsorship of the Games, has been criticised internally at the Kraft-owned brand for failing to engage consumers.

With the Olympics just over a year away, Cadbury will continue with the campaign, but is searching for a digital agency to handle its online strategy, drive engagement and help attract a key younger demographic.

Cadbury has stated that social media is one of the key channels for Spots V Stripes, and has already launched Facebook pages and online games to tie in with the campaign.

The brand unveiled Spots V Stripes in March last year and launched its first activity in August. Above-the-line and digital creative strategy were by Fallon. As part of the push, Cadbury has launched two limited-edition chocolate bars: Spots V Stripes Challenge Bar and The Big Race.

Luca Miggiano, category vice-president for chocolate for Kraft UK, Ireland and Nordics, denied there were concerns about the campaign, saying: 'We are very happy about how the "stripes" activity is performing.'

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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).