Flake ties up with Benefit cosmetics

Cadbury is teaming up with cosmetic brand Benefit as part of a promotional campaign for Flake.

Promotional single bars and multipack Flakes will be available from 1 March inviting consumers to enter online or via SMS to win a Benefit products.

The campaign was created by BD Network to drive Flake sales and raise awareness amongst Benefit’s audience.

The promotion will see Flake packaging adorned with red kisses. The campaign will be supported with sampling and point of sale material at Benefit beauty counters and window displays in Benefit boutiques across the South East of England.

Digital activity includes a “virtual kiss” that consumers can send to friends via email, and make-up tips on the Flake website.

Cadbury was acquired by Kraft at the start of February following a lengthy bid process. Cadbury brand will be removed from the London Stock Exchange listings on 8 March.

Kraft says it will “take a “best of both approach” to its marketing “augmenting the world-class capabilities of both Kraft Foods and Cadbury” under the new ownership.


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