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Cadbury offers ‘joyful’ sculptures and surprises as prizes

Monday April 7, 2014 at 11:26am
Cadbury is launching a high-profile on-pack promotion giving customers the chance to win a money-can’t-buy prize – whatever brings them joy, made out of Cadbury chocolate. By unwrapping a pink foil-wrapped Cadbury bar, 30 winners will get their hands on a hand-made sculpture of whatever it is that brings them joy made out of delicious Cadbury chocolate, plus a ‘joyful surprise’ worth up to £5,000. So, if opening the box of a new pair of designer shoes makes a winner jump for joy, not only will they receive a pair of chocolate shoes, but they could also be jetting off to Milan to pick out a pair of their choice. In addition to this, one in eight promotional packs will win a free chocolate bar – including latest Cadbury launches like Freddo Faces, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Lu and Ritz – helping to drive frequency of purchase and encourage product trial. The launch will be supported by a £3m UK marketing investment, including PR, digital and social activation, out of home close to stores, and impactful POS to help drive sales for retailers. The new promotion follows the success of Unwrap Gold in 2013, which generated 1 million online entries, compared to 300,000 the year before. This drove incremental sales of £9m, bringing 400,000 new shoppers into the category, and persuaded existing shoppers to spend an additional £1.14 each on Cadbury products. Independent retailers saw an uplift of 25% during the promotion. Matthew Williams, marketing director at Mondel?z International, says: “Winning what brings you joy made out of chocolate is an on-pack mechanic with wide appeal. We’re tapping into consumer trends for personalisation and the desire for once-in-a-lifetime experiences rather than material objects, and we hope that will get customers to increase their confectionery spend for a greater chance of winning.”
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