Cadbury is giving away one million Benefit lipsticks as part of a promotional campaign for Flake, created by BD Network. The on-pack promotion will see Flake’s traditional yellow packaging use a strong red colour and imagery of ‘kissable’ lips.

From 1 March 2010, promotional single bars and multipack Flakes will have an on-pack offer inviting consumers to enter codes online or via SMS for the chance to win free Benefit cosmetic products.

If they have won, they are then prompted to choose their favourite from a selection of the four best-selling Benefit lipsticks or the two best-selling Benefit lip glosses.

Visitors to the Flake website can also send friends a virtual kiss via email, which will briefly shower their screen with kisses when they click on the message.

The campaign is being supported by sampling and point of sale materials at Benefit beauty bars nationally, as well as window displays in stand-alone Benefit boutiques across the South East of England.

Julie Mercer, head of marketing at Cadbury, says that the link with Benefit is “an excellent tie-in, perfect for our target audience.”