Cadbury Crunchie Blast ice cream has teamed up with blockbuster Star Trek Into Darkness for an on-pack promotion offering consumers movie-themed prizes.

These include five pairs of adventure days out, three PS3 consoles with Star Trek Into Darkness videogames and Star Trek Into Darkness Blu-Ray or DVDs. The instant win promotion will tie into a social media campaign involving official Star Trek fan pages. The ice cream is currently worth £4.3m with sales increasing 18% year-on-year and is particularly popular with 14-35 year olds.

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