Cadbury has revealed a major on-pack promotion offering consumers the chance to win personalised prizes worth up to £10,000. The Joynormous promotion will require winners to fill in a questionnaire about themselves before Mondelez International treats them to bespoke products and experiences in line with their key interests.
Consumers must go online to enter their wrapper code and see if they’ve won. Those who discover five gold Cadbury icons on a virtual scratchcard will win one of 100 prizes to the value of £10,000. The multi-faceted prize packages will be revealed to consumers within 48 hours of winning and could include all manner of experiences, such as a trip abroad, a shopping excursion, sports tickets, a limo ride, and countless other treats. There are a further 19,900 prizes to the value of £500 to be won.
Mondelez International is pouring £3m into marketing the promotion, including TV coverage on Sky and E4 in October; disruptive point of sale material; and outdoor advertising, which will be situated close to convenience stores. Consumers will also be instant messaged when they are passing certain stores to encourage them to come and buy a bar.
Launching in September and running until November, the promotion will be available on packs of Cadbury Dairy Milk, Twirl, Wispa, Double Decker, Crunchie, Boost, Wispa Gold and Starbar.
Andrea Bombrini, brand manager for Cadbury chocolate singles, has every confidence that the promotion will create high demand for the bars. “Everyone loves surprises and we have developed a promotion with a surprise made just for the winner,” he says. “We don’t even know what the exact prizes will be until someone wins.”
Nuria Antoja, marketing manager for Cadbury countlines, says: “Mondelez International has been a great contributor to incremental growth for chocolate singles and we’re eager to push that growth even further with our new promotions.”