Sir: After seven years of planning and two weeks of exhilarating sport, the Olympics may be all but over. But for sponsors like Cadbury, the impact will continue for years to come.
I read with interest your article last week (‘Why olympic sponsorship is a marathon not a sprint’), having seen first hand the immediate successes of Cadbury’s campaign and the foundations it has laid for the future.
Unwrap Gold has proven to be dairy milk’s most successful on-pack promotion ever and the Spots v Stripes programme reached 22 million consumers.
Our legacy will stem from hosting more than 2,290 game-playing events in 1,000 communities across the UK and Ireland as part of Spots v Stripes. Eighty per cent of these events were in the most deprived areas of the country.
We are very proud of this programme, as well as the success of our NPD, on-pack promotions and new approach to social media. The impact of these activities on our business and the communities in which we operate will prove to be the lasting legacy of this sponsorship.
Norman Brodie, general manager of Cadbury’s London 2012 activation