Mondelēz World Travel Retail (WTR) and chocolate house Cadbury have launched a travel retail exclusive Cadbury Premier League Ball.
Cadbury is the official snack partner of the Premier League in the UK through a three-year-partnership that started with the 2017/18 season. According to Mondelēz WTR, it is the world’s most-watched sports league with a huge global fanbase.
The purple and white 290g Cadbury Premier League Ball contains 27 individually-wrapped miniatures in a range of flavours, including Dairy Milk, Caramel and Wholenut. It is available now in global travel retail.
The ball’s launch is backed by digital activations across selected airports. Mondelēz WTR said the promotions encourage customer engagement and offer the potential of converting football fans into Cadbury lovers.
As reported, Mondelēz WTR rolled out a digital activation, which featured an interactive floor-projecting football game at London Stansted Airport in June and October last year. The campaign has since received numerous accolades, including being shortlisted for The Moodies Digital Awards 2019.
This year Mondelēz WTR has introduced another football-oriented promotion which invites players to ‘kick and score’ against a virtual goalie. After purchasing a Cadbury product, players can test their skills, score goals and be rewarded with special-edition Cadbury Premier League gifts.
The virtual reality game has been rolled out across several airports, including Heathrow, Stansted, Luton, Singapore Changi and Sydney. It will also feature at Dublin Airport from August through September and will revisit Stansted and Heathrow later in the year.
Mondelēz WTR Category Marketing Manager Irina Tarabanko said: “Cadbury’s partnership with the Premier League has resulted in some of Mondelēz WTR’s most exciting digital activations, including the biggest in-store theatre in the history of the brand with last year’s floor-projecting game at London Stansted.
“These kinds of activations really show the power of a partnership; when globally recognised brands join forces, amazing things can happen,” she said.
Tarabanko said Mondelēz WTR is dedicated to growing the confectionery category through fun, innovative products and engagements. She said the ‘kick and score’ digital concept and the Cadbury Premier League Ball are both examples of Mondelēz WTR’s ‘Delighting Travelers’ category vision.
