Cadbury is backing its sponsorship of the London 2012 Olympic and Paralympic Games with a record £50m marketing investment that kicks off this weekend.
A “less than conventional” TV advert on ITV 1 on Saturday night will introduce the Spots v Stripes campaign, which will run until the sporting jamboree commences in July 2012.
The Spots v Stripes push will invite the nation to divide into two teams competing to score points on a website.
Cadbury said the games – which can be anything from organised sports competitions to kiss-chase and arm-wrestling – could be played in schools, workplaces and neighbourhood communities to see which team would triumph in two years’ time.
Saturday’s TV ad will feature two teams of spotted and striped marine creatures playing a game using seaweed balloons.
The ad will be followed by a Spots v Stripes national roadshow visiting UK cities over the next two months, inviting members of the public to join in using “giant games kits” provided by the Dairy Milk Maker.
A spokesman described Spots v Stripes as “an ambitious programme to get millions of people across the UK and Ireland playing games by 2012, leaving a lasting legacy of community spirit in the UK and Ireland”.
Pringles maker P&G seals long-term Olympic sponsorship (28 July 2010)
Cadbury gains an Olympic stranglehold (21 March 2009)