Cadbury set to reveal 2012 Olympics sponsorship ads
Cadbury is leveraging its sponsorship of the London 2012 Olympic games to launch a £50m marketing push – its biggest ever – that aims to get the nation playing games, but there won't be a chocolate wrapper in sight. Seven years ago when Cadbury last attempted such a major association with sport, the ill-fated Get Active! campaign.
That encouraged children to eat chocolate in order to collect and redeem vouchers for school sports equipment, the company came in for heavy criticism. Reverberations continued more than a year after the push was scrapped, with the then public health minister Melanie Johnson saying: "I hope we do not see similar initiatives again, frankly."
There was some surprise when the company chose to stick its neck out again with a £20m-plus sponsorship of London 2012, as the "official treat". Olympics chief Paul Deighton was forced to defend the sponsorship for an event associated with the battle against childhood obesity.
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