Cadbury ties up with ITV for Spots v Stripes push

Cadbury and ITV are partnering for the UK debut of international game show format Minute to Win It.

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The show will be produced in association with the Cadbury Spots v Stripes marketing initiative and is scheduled for ITV2 for the autumn.

Minute to Win It launched on NBC in the US last year and the format is in production in 30 countries. It involves competitors facing up to 10 challenges featuring every day items with escalating levels of difficulty and prize money to be won.

Cadbury launched Spots v Stripes in support of its sponsorship of the London 2012 Olympics with the strategy of encouraging people to become involved in playing games. The wider gaming format of Minute to Win It will be rolled out at Cadbury Spots v Stripes events.

The advertiser-funded initiative with ITV includes dual ITV2 branding on digital activity and at events, alongside a dedicated Minute to Win It website, hosted at ITV.com, and other marketing activity on ITV platforms.

Fru Hazlitt, managing director of ITV commercial and online, says: “We have pledged to explore new ways of working with our clients and this is a great example of us enabling a key client to use all of the marketing power of ITV’s platforms.”

The ITV2 show is being produced by Shine TV and NBCUniversal International and the partnership was structured by PHD/Drum.

Cadbury, owned by Kraft, came under fire recently for an ad campaign for its Bliss chocolate bar that mentioned model Naomi Campbell.

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