Cadbury Ireland puts €15 million behind new campaign

August 10, 2010

The game invites consumers to divide into two teams (either Spots or Stripes) and play any type of game in order to score points towards an overall national team total. Campaign ‘ambassadors’ will host events across Ireland to encourage this culture of ‘game playing’, with in-store activities and promotions being tailored for specific retailers to support the campaign.

Cadbury Ireland MD Brian O’Sullivan said that the campaign aimed to create a ‘social movement’ which inspired Irish people to play more games in the run-up to the Olympics.

“At Cadbury, play is a huge part of our heritage, dating back to when the Cadbury brothers first set up the company. Believing that business can be a force for good, we pioneered the value of recreational time – and we continue to invest in sustaining our communities. We believe that getting together to play games can help build bridges between people of different backgrounds, cultures and ages,” he said.

While the campaign kicks off in earnest this Thursday, ‘Spots v Stripes’ TV ads went live last Saturday, with the TV creative to run for the next eight weeks.

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