Cadbury is launching its biggest ever marketing campaign in a £50 million bid to get the whole country involved in a “spirit of play” ahead of the 2012 Olympics.
The Bournville-based chocolate manufacturer aims to create the “biggest game the UK has ever seen,” called Spots v Stripes.
The first TV advertisements will go out on Saturday in a marketing initiative developed by Cadbury’s now departed marketing director Phil Rumbol, the man behind the chocolate maker’s enormously successful gorilla ad.
Spots v Stripes ads will feature two teams of Finding Nemo-style marine creatures, one with spots and one with stripes, who play a game with seaweed balloons.
Viewers will be urged to log onto a website to join a team and compete in any game they wish, from golf to tiddlywinks, building up national totals online for each side.
Nick Bunker, president of Kraft Foods UK and Ireland, said: “London 2012 will be the largest event the UK has seen in our lifetime and in the run-up to the Games people will be naturally thinking about coming together to show their support.
“However, we believe that, across the country, we have lost our community spirit, and we want to use our heritage in community engagement to reignite this.
“With Spots v Stripes we hope to create the biggest game the UK has ever seen, encouraging people to play games again and bring back the joy of community spirit in a fun and innovative way.”
See the website at www.spotsvstripes.com.