We read the Tales of Titania column referring to the Cadbury Spots v Stripes campaign (Blogof, The Grocer, 2 and16 April) with amusement, after all that’s what the column is intended for: to raise a smile.
Most readers will have taken the comments in jest but we thought it would be helpful to provide an update on the campaign so far. Cadbury Spots v Stripes has actively involved more than 10 million people in just over six months.
More than 13 million limited edition Challenge bars were sold last year and we are already ahead of sales targets for the Big Race bar, with one of our largest customers reporting sell-through of three quarters of their stock of Big Race bars within six days. Plus, more than 187,000 people are signed up to Cadbury Spots v Stripes online, with 700,000 games played in just seven months.
We enjoy reading Titania and its playful tone resonates with what our campaign is all about.
Susan Nash, trade communications manager, Cadbury