Cadbury, the official treat provider of the London 2012 Olympic and Paralympic Games, is announcing a new phase of the Olympic sponsorship campaign, which continues its Spots V Stripes initiative. As part of the new extension dubbed ‘Keep Team GB Pumped,’ the £8m campaign running on TV, digital platforms and experiential media, Cadbury launches consumer engagement activity and introduces themed versions of its favourite products as well as Olympic mascot shaped chocolates and Bassetts Jelly Mascots this month.

Photo: www.thegrocer.co.uk

Cadbury is encouraging people to partake in the campaign by uploading their inspirational videos, in which they sing “power training songs,” which are expected to support and motivate athletes of the Team GB ahead of the upcoming event. Links to the videos can be submitted on the special website of the promotion, www.keepourteampumped.com,— “every voice recorded, including yours, could feature in the songs [six of the most motivated power anthems ever]. We’ll be inviting the most entertaining singers to appear in the music videos,” says the online destination.

The treats manufacturer also launches on-pack promotion, featuring special codes on Cadbury Twirl, Cadbury Crunchie and Cadbury Dairy Milk—the packs will be available from September 1 through the end of November. Consumers can redeem the codes found on packs for a chance to win one of the 150 cash rewards or music related prizes such as headphones or song downloads here (the page will be launched soon).

As part of the Team GB Keep Pumped promotion, Cadbury also bring back its Wispa Gold for a limited period of time. The product, which last time appeared on shelves in 2009, will arrive in November, will be released in the updated packaging, which will feature the word GOLD and the Keep Team GB Pumped slogan.

Photo: www.insidethegames.biz

“Retailers are advised to utilise POS material and stock the new products and promotions alongside other small London 2012 themed gifts. By creating a display and in-store theatre, retailers can maximise on the huge sales opportunity that the London 2012 Games and these limited edition products offer,” says Susan Nash, Trade Communications Manager at Kraft Foods.