Cadbury is bringing the Midas touch to confectionery shelves this August, with the return of its Unwrap Gold on pack promotion on a range of its bestselling singles – and this year, it’s even better, with bigger prizes for consumers and a goal to drive category growth even further.
In 2012, Unwrap Gold was hugely successful, and helped Mondelēz International to its highest sales peak in two years1. This year, eight lucky consumers who find a winning bar will get their hands on an iconic Cadbury chocolate bar sculpted out of 18ct gold. The replicas, which will be presented at an exclusive Cadbury event, are valued at up to £22,000, and winners will benefit from a consultation with a specialist gold adviser on how to invest their windfall.
For those who don’t get their hands on one of the gold bars, there are plenty more chances to win, with every eighth bar containing a winning code for prizes including cinema tickets and Cadbury chocolate.
This 2013 promotion follows a highly successful six months for the category, with chocolate singles growing at 2 per cent and accelerating to 6.6 per cent growth in the last four weeks. Almost half of this growth was driven by
Mondelēz International brands, including the Cadbury Dairy Milk Taste campaign and the launch of Cadbury Dairy Milk Marvellous Creations.
The new Unwrap Gold promotional bars will feature eye-catching packaging for impactful shelf stand-out and disruptive point of sale, and will be supported by a £4 million marketing investment, including TV, outdoor, PR, experiential, in-store and digital activity.
Nina Meusburger, Senior Brand Manager at Mondelēz International says:“Mondelēz International has been a great contributor to the growth of chocolate singles and we’re eager to push that growth even further with Unwrap Gold.
“Unwrap Gold has a simple instant win mechanic, coupled with highly desirable prizes and a £4 million marketing investment, making it a hugely engaging campaign for shoppers. A Cadbury promotion of this scale can act as a signpost to the category. It can encourage consumers down the chocolate aisle, creating shopper excitement, generating all-important impulse purchases – and, crucially, driving sales uplifts for retailers.”