CADBURY is set to launch a new £50m advertising campaign set to rival the success of its infamous Gorilla commercial.
The commercial, produced by Glass and A Half Full Productions – the team behind the drumming ad, is being launched to mark the confectioner’s marketing campaign for the London 2012 Olympic Games and Paralympics.
The advert has an underwater theme and is complete with a zany cartoon-style soundtrack. It is based on the Spots v Stripes the company is promoting, which aims to thousands of people across the UK involved in various activities ahead of the Games.
Cadbury is running the campaign in conjunction with green charity Groundwork and by signing up to the campaign people will be able to earn points from their activities which will in turn, go towards helping to regenerate their local areas.
A nationwide tour to promote the campaign will be taking place throughout the UK during August. It will run in conjunction with the TV commercial.
Prior to its takeover this year by US food giant Kraft, Cadbury had already paid out millions of pounds to organisers of the 2012 Games to be the event’s Official Treat Provider.
The deal gives Cadbury the rights to use the London 2012 marks on all its packaging as well as marketing rights with Team GB and Paralympics GB.
It considers that the London Games will be the biggest public event to happen in the UK during a generation and as such, is a once-in-a-lifetime opportunity to develop something that will be of lasting benefit to the country.
In a statement on its website, Cadbury said: “Cadbury is an iconic British brand and British company. We are a proud part of the fabric of British society, its heritage and its future.
“We particularly recognise and value the special nature of an Olympic and Paralympic Games held in Britain. Our products are treats, which bring a moment of fun and pleasure and a smile to the face. We want to bring that same fun, pleasure and smile to the 2012 Games.”
