Consumers and C-store operators can both win cash prizes in a new promotion from Cadbury Double Decker, part of the second phase of the chocolate brand’s ‘Obey Your Mouth’ three-year campaign. Consumers who find a Double Decker bus coupon inside promotional packs can instantly win up to £1,000 cash, with the brand matching the prize for the retailer where the winning pack is bought in either stock or Love2Shop vouchers.
The promotion will run from September 1st 2016 until October 31st 2016 and will offer four £1,000 cash prizes and a number of £100 cash prizes.
Cadbury Double Decker is the third bestselling Mondelēz single, according to AC Nielsen, with 24 million bars sold every year. It is celebrating its 40th birthday in 2016 alongside the 60th anniversary of the iconic London Routemaster Double Decker Bus.
POS supporting the promotion will be available to retailers to help with standout instore and the brand will return to TV from September 6th with a media spend of £3m.
Barbora Hrdlickova, Brand Manager for Cadbury Singles, said: “Obey Your Mouth is all about heroing our singles brands and it’s great that the second brand we’re focusing on is Cadbury Double Decker, which is in its 40th year. Double Decker is one of the most unique bars in the market with its double layers of chewy nougat and crispy base, and is now worth £35m. Along with TV support for the brand, we believe this promotion will help provide an unmissable opportunity for retailers to drive excitement and repeat purchases in store.”
Cadbury has also launched Dinky Deckers in 120g bags at an RRP of £1.99 for the bitesize market.