This August, as the Official Treat Provider of the London 2012 Olympic and Paralympic Games, Cadbury is kicking off a two year campaign which will see the nation split into two teams and immersed in game play in the lead up to London 2012.
Despite sixty eight percent of adults believing it is important to have time to play games, just under half (forty nine percent) are too busy, putting their happiness and success at risk.
The concept, Spots v Stripes, aims to address this as it is a game that anybody can play, at anytime with anyone.
Cadbury will be inviting the nation to divide into two teams – the Spots and the Stripes, and to participate, all consumers need to do is join one of the teams by signing up on the website which goes live on the 2nd August and begin scoring points.
Any game will count – from running races to eye spy, crazy golf to shoe golf; as long as you can score a point, you can play.
From August 2010 up to and beyond the London 2012 Games, Cadbury will be engaging the nation through a series of interactive national events, a Spots v Stripes website, TV and outdoor advertising, PR and new product development, as well as some changes to existing products.
As part of the launch of the Spots v Stripes national game, Cadbury is introducing a brand new product.
Challenge Bar is a cleverly designed milk chocolate and white chocolate single block to be shared between a Spot player and a Stripe player.
On shelves for a limited period from 23rd August, the bar is divided into three sections; one spotty, one stripy and one chunk in the middle which the Spot and the Stripe must play for.
Each Challenge Bar has one of twenty different games printed on the inside of the wrapper to get consumers playing for the WINNERS’ chunk.
From thumb wars to waste paper basketball, wrapper swagger to finger football, chocolate hopes to encourage consumers to get competitive in the run up to the Olympics.
Supported by in-store POS, TV and outdoor advertising and PR, retailers are urged to stock up now to avoid disappointment.
In addition to Challenge Bar, Cadbury is turning the wrapper for many of its core range spotty or stripy.
Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Dairy Milk Caramel, Cadbury Wispa, Cadbury Twirl and Cadbury Double Decker will all receive a Spots v Stripes facelift along with multi-packs and some sharing bags, such as Cadbury Dairy Milk Buttons.
Each outer will contain a mixture of spotty and stripy wrapped favourites and a selection of the spotty and stripy bars will also include an eye-catching on-pack promotion.
The new Spots v Stripes TV advert aired this month and will run for eight weeks to get the game playing underway.
Created by Fallon, the new creative centres on a team of spots and a team of stripes under the sea, where various sea-life creatures are competing to pop as many bubbles as possible in a visual spectacular that viewers will want to see over and over again.
Susan Nash, Trade Communications Manager at Cadbury, says:
“This is a unique, once in a lifetime opportunity for our customers to get involved in one of the biggest, most inclusive events our country has ever seen.
“This is the largest investment by Cadbury in any activation, ever, with £14m being spent in 2010 alone. Through our initiatives on key lines, limited edition NPD launches and extensive media plans we intend to drive significant confectionery category growth.
As we become adults, taking time to play feels like a guilty pleasure – a distraction from “real” work and life. But play actually helps us to become socially and emotionally competent humans. At Cadbury we are inspired by the true spirit of the Olympic and Paralympic Games.
We’ve always loved to play because playing is good for you – we understand how important it is. It doesn’t matter how big or small the game, play equals fun and that’s what we hope to achieve with Spots v Stripes – a nation playing and having fun in the build up to the London 2012 Olympic and Paralympic Games.”