Cadbury ‘games’ in Olympics push

Cadbury is backing its sponsorship of the London 2012 Olympic and Paralympic Games with a multi-million pound integrated marketing campaign, launching its very own Creme Eggs-version, The Goo Games.
The campaign features five “goo-themed” TV ads based on the Olympic opening and closing ceremony and sporting events. In the ads, “egg-thletes” will compete in events such as hurdles, diving, hammer, javelin and cycling, all trying to release their Goo in the best way possible. The ad finale will air in the week of April 2 2012.
Creme Egg fans will also have the chance to battle it out against each other by taking part in their own Goo Games on the brand’s dedicated Facebook page. Prizes will be up for grabs each week, as fans take on the five different games available to play. CMW handles the direct and digital account, and last year built a campaign around ‘Goo Dares Wins’.
Jill McCall, brand manger of the Creme Egg 2012 programme, said: “The Games is a great way for fans to engage with Creme Egg Season and to be a part of the build-up to the London 2012 Games. This season is always great fun to be a part of and we hope that consumers will enjoy playing the games and celebrate the London 2012 Olympic and Paralympic Games.”

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