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Go for Gold brings together all of Cadbury’s Olympic aims in one support programme |
Kraft Foods World Travel Retail (KFWTR) has launched a travel retail exclusive global marketing campaign called Go for Gold to support its role as the Official Treat Provider of the London 2012 Olympic Games.
“This time we shine a spotlight on Cadbury’s dreams of Gold,” KFWTR Managing Director Andreas Fehr told The Moodie Report.
As a leading British brand and the Official Treat Provider of the London 2012 Games, Cadbury aims to bring fun and excitement to the largest public event in the UK this year. “Cadbury’s Olympic goal is to deliver a smile to the face of everyone involved,” Fehr enthused.
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The Go for Gold promotion pictured at London Heathrow Airport Terminal 4 this week |
Cadbury’s travel retail exclusive campaign
In travel retail, the launch of a global marketing campaign Go for Gold will bring together all of Cadbury’s Olympic aims in one support programme.
Go for Gold promotional material, specially designed merchandising units, shopper activations and high-profile sampling opportunities have been developed to create “thrilling in-store theatre” for travellers during the Olympic period, said Fehr.
A travel retail exclusive Cadbury Dairy Milk Chunk gift box with a limited-edition gold medal sleeve has been introduced as an Olympic souvenir. In addition, consumers will receive a free chocolate gold medal with the purchase of Cadbury products.
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Shoppers receive a free chocolate gold medal with the purchase of Cadbury products |
Global roll-out across channels
To maximise its impact, the Go for Gold campaign has been designed to operate in different retail channels, including airports and ferries. In the UK, key sites include eight London airport locations plus Manchester and Birmingham Airports.
One of the largest activations has been installed at London Heathrow Terminal 5, where consumers can enjoy their own Olympic moment by stepping onto a Dairy Milk chocolate chunk-inspired podium and having a winning photograph taken against an Olympic backdrop.
Further afield, at Dublin Airport in Ireland, Australia’s Sydney and Melbourne Airports, and Johannesburg Airport in South Africa, travellers can soak up the Olympic spirit at Cadbury Go for Gold islands in prominent in-store and concourse locations.
“By engaging travelling consumers with the Cadbury brand via sampling, games and exclusive products, Cadbury hopes to create an unforgettable Olympic experience,” concluded Fehr.
“The Go for Gold campaign from Cadbury will allow retail partners to leverage the excitement of the Olympics in-store and drive consumer footfall, and in doing so to create a delightful shopping experience for travellers. In Olympic terms, it’s a gold medal winning opportunity for everyone involved.”
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Consumers can enjoy their own Olympic moment by stepping onto a Dairy Milk podium |
Visit www.kfwtr.com
