The company is pouring £50m into the two year campaign, which aims to get consumers to join either the Spots or Stripes teams via a dedicated website and compete against each other in a variety of games. The activity is being supported by TV, digital and press advertising and Cadbury will also be running a nationwide events programme which will include giant multi-player games as well as mini games.
The limited edition Challenge Bar has games, such as thumb war and finger football, printed on the inside of the wrapper, which consumers can play against their friends. The bar itself is divided into three sections - one spotty, one stripy, and one chunk in the middle that the Spot and the Stripe must play for. Many of Cadbury’s other brands will also adopt stripey or spotty wrappers.