The brand is encouraging consumers to upload videos of themselves singing “power training songs” designed to motivate the Team GB athletes in the run up to the Games.
Earlier this summer, Norman Brodie, the general manager of Cadbury’s London 2012 programme, told Marketing Week that the Spots V Stripes activity would become more overtly Olympics themed as the Games approaches.
The campaign also includes an on-pack promotion across Cadbury Twirl, Cadbury Crunchie and Cadbury Dairy Milk offering consumers the chance to win cash prizes and music related rewards, such as headphones and music downloads.
From September, Cadbury will run TV, sponsorship, digital, PR, mobile and experiential activity to support the campaign, including the sponsorship of the upcoming TV programme Minute to Win it in partnership with ITV.
As part of Keep Team GB Pumped activity, Cadbury is bringing back Wispa Gold as a permanent feature in its range and supporting with a £1.5m outdoor and in-store campaign.
It also plans to launch its Olympic mascot shaped chocolates and Bassetts Jelly Mascots in September to coincide with the campaign.