The seven-month campaign of musical support for British athletes is the latest activation of Cadbury that aims to keep Team GB motivated throughout their months of arduous training by engaging the British public to sing iconic power anthems to them in a number of innovative ways.

Infamous tracks such as Simply the Best and Final Countdown will be used to keep Team GB pumped in their training schedules, aiming to spur them on to win medals during the Games and in turn bring the nation closer to its athletes.

The campaign will see the release of six tracks over seven months, culminating with a finale online video and TVC edit in March 2012, which will feature a medley of the six songs created by the British public and a performance to the athletes of Team GB in London.

The initiative is being supported by Cadbury's highest profile London 2012 athlete ambassador in the form of swimming star Rebecca Adlington (pictured) and the double Olympic champion said she is delighted to be involved.


"I was so delighted to be asked to be involved because this project because I think is such as fantastic idea," the 22-year-old from Mansfield told insidethegames.

"Obviously Cadbury are the Official Treat Provider of the London 2012 Olympic and Paralympic Games so it is great that they have come up with such a fun and exciting projects that will really help to motivate all the athletes and makes us feel like the whole country is behind us.

"Cadbury are such an amazing sponsor and I love everything to do with them.

"I love their adverts, I love their projects and I especially love their chocolate so I am so happy I am privileged enough to be in the position where I can be asked to support this."

As part of the project, an on-pack promotion will also be launched across 11 of Cadbury's top selling products - including Twirl, Crunchie and Dairy Milk - offering consumers a chance to win one of 150 cash prizes of £1,000 ($1,562/€1,152) and music related rewards such as headphones and music downloads.

A total of £8 million ($12.5 million/€9.2 million) is being invested in marketing, while there will also be four new products in the shape of the London 2012 Games mascots, Wenlock and Mandeville.

These include a mascots twin pack of aerated chocolates, Bassetts Jelly mascots, a hollow chocolate Wenlock and a solid chocolate mascot lolly in a variety of designs.

In addition Wispa Gold is returning in November with a limited edition design and supported by an incremental £1.5 million ($2.34 million/€1.7 million) marketing spend.

"With Olympic Games and Paralympic Games fever taking hold already, we are sure that Keep Team GB Pumped, Wispa Gold and Cadbury London 2012 mascots will all be popular choices with consumers, helping them to feel part of the excitement and really get behind the athletes," added Susan Nash, trade communications manager at Kraft Foods.

For more information and to view videos from the campaign click here.

Contact the writer of this story at [email protected]


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