rvellous Mix-Ups, the first sharing bag from Cadbury Dairy Milk Marvellous Creations, has a new sponsorship deal with ITV’s new Saturday night show, Let Me Entertain You.The idents feature fun family times with the Marvellous Mix Ups bags, with mums, dads and children all sharing in the joy in a series of quirky tricks in their front room.
The sponsorship is part of a £4.5 million marketing investment for Marvellous Creations this year, including TV, outdoor, PR, digital, sampling and in-store activation.
Cadbury Dairy Milk Marvellous Mix Ups, launched in April, brings together combinations of family favourites in two variants – Oreo, featuring the world’s number one biscuit in miniature, and Maynard’s, featuring the UK’s number three candy brand, both combined with Cadbury Buttons, the number one kids’ confectionery brand.
Matthew Williams Marketing Activation Director at Mondelēz International said:
“Let Me Entertain You is a great fit with our new show-stopping product, Cadbury Dairy Milk Marvellous Mix-Ups, and we think our short clips will inspire viewers to have some fun and mix-up their Saturday night in a joyful way.
“The Cadbury Dairy Milk Marvellous Creations range has been hugely successful now worth £49.7 million and generating 49 per cent incremental sales in the category.
“With Let Me Entertain You set to be a real family hit, we expect awareness of Marvellous Mix-Ups to be even higher during the sponsorship campaign.
“Retailers should look to stock up in advance to make the most of increased awareness to help drive purchases in store.”
The series will launch on ITV1 on 26th April 2014.
