ching a high-profile on-pack promotion giving customers the chance to win a money-can’t-buy prize – whatever brings them joy, made out of Cadbury chocolate.The new promotion follows the success of Unwrap Gold in 2013, which generated 1 million online entries compared to 300,000 the year before.
This drove incremental sales of £9 million1, bringing 400,000 new shoppers into the category, and persuaded existing shoppers to spend an additional £1.14 each on Cadbury products.
Independent retailers saw a particularly great success, with an uplift of 25 per cent during the promotion.
By unwrapping a pink foil-wrapped Cadbury bar, 30 winners will get their hands on a hand-made sculpture of whatever it is that brings them joy made out of Cadbury chocolate, plus a joyful surprise worth up to £5,000.
In addition to this one in eight promotional packs will win a free chocolate bar – including latest Cadbury launches like Freddo Faces, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Lu and Ritz – helping to drive frequency of purchase and encourage product trial.
The launch will be supported by a £3 million UK marketing investment, including PR, digital and social activation, out of home close to stores, and impactful POS to help drive sales for retailers.
Matthew Williams, Marketing Director at Mondelēz International, said:
“Winning what brings you joy made out of chocolate is an on-pack mechanic with wide appeal.
“It’s all about bringing joy to the singles category – for shoppers and retailers alike.
“We’re tapping into consumer trends for personalisation and the desire for once-in-a- lifetime experiences rather than material objects, and we hope that will get customers to increase their confectionery spend for a greater chance of winning.
“We believe this promotion will generate real excitement in store, as we’ve seen in both 2012 and 2013, by providing a great incentive for increased frequency of purchase.
“This is a fantastic opportunity for retailers to drive confectionery sales and deliver growth for the whole category.”
