Cadbury in pre-Olympics sports drive

Cadbury: Olympic advertising kicks off soon
Cadbury: Olympic advertising kicks off soon

LONDON - Cadbury will back its sponsorship of the London 2012 Olympics with its biggest marketing campaign to date.

The confectionery company is planning a multimillion-pound push called 'Spots V Stripes' that will engage the public in a series of sporting encounters across the country in the run-up to the Games.

Cadbury marketing director Phil Rumbol said the campaign will aim to 'embrace the ethos of the Olympics in all of us'.
Ads targeting 20- to 30-year-olds as well as 'Cadbury loyalists' will be led by a quirky TV spot akin to the previous 'Gorilla' and 'Eyebrows' ads.

Cadbury plans to promote its Tier Two sponsorship well in advance of the Games, for which it will provide all confectionery and ice creams sold at the Olympic Park.

Creative agency Fallon and media agency PHD have been working with Rumbol, in undertaking the campaign.

The activity comes as Cadbury's owner, Kraft, begins an overhaul of its marketing strategy. It has embarked on a review of its media arrangements as it establishes how to approach the market following its takeover of Cadbury.

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