Cadbury readies next phase of Spots v Stripes

By John Reynolds, marketingmagazine.co.uk, Monday, 04 July 2011 11:46AM

Cadbury is upping the ante behind its London 2012 'Spots v Stripes' campaign by making it more Olympic-focused.

Cadbury: Spots v Stripes campaign to focus on the GB Olympics team

Cadbury: Spots v Stripes campaign to focus on the GB Olympics team

The 'Spots v Stripes' campaign, criticised in some quarters, is shifting its focus behind the Great Britain Olympic team.

The campaign kicked off in earnest earlier this year, centred around the "play idea" of encouraging the nation to take part in games, ahead of London 2012.

The original activity asked consumers to support either spots or stripes. Cadbury is now distilling the campaign into support behind the games and the GB team.

The next major phase of the Spots v Stripes will kick off in the autumn, with the launch of 'Minute to Win It', a TV game show run in partnership with ITV.

This will be followed by marketing support across flagship brands such as Dairy Milk and Cadbury Crème Egg.

Norman Brodie, general manager of Cadbury's London 2012 programme, said "millions" of people have played 'Spots v Stripes' to date.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs