As Official Treat Provider to the London 2012 Olympics and Paralympics, Cadbury has kicked off a two-year campaign designed to split the nation.
The company wants the UK to divide into two teams the Spots and the Stripes. Consumers have to sign up on the website (www.spotsvstripes.com), play games and begin scoring points. There is also a new product the Cadbury Challenge Bar. It comprises milk chocolate and white chocolate in one single block and is designed to be shared between a Spot and a Stripe player. In addition, key Cadbury countlines including Twirl, Wispa and Double Decker have been given spotty or stripey packaging. A Spots versus Stripes TV ad is currently on air and there will also be outdoor advertising and PR activity.