Mondelêz International has announced that its new Cadbury Unwrap Gold advert, which is set in a newsagent, will air on September 9.

The Unwrap Gold promotion offers eight consumers the chance to instantly win an 18ct gold replica Cadbury bar worth up to £22,000.

Other prizes include cinema tickets and Cadbury chocolate. The ad shows a man purchasing a Cadbury bar at his local store, which then magically transforms into a live TV gameshow where the man has the chance to win a gold replica of the bar.

In addition to TV, the campaign will be supported by cinema, digital and PR activity as part of a £4m marketing investment. The promotion will run across: Crunchie, Twirl, Wispa, Wispa Gold, Starbar, Double Decker, Boost Cadbury Dairy Milk and Chocos brands.

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