Join the Cadbury Dairy Milk joyride

The promotion is an extension of the incredibly popular “Glass and a half full of Joy” campaign, which had consumers around the country drumming the beat of Phil Collin's “In the air tonight”, along with the brand's now infamous Gorilla. It also follows hot on the heels of the annual Winter on-pack promotion which invited consumers to release the joy inside.

The Summer promotion, dubbed the “Cadbury Dairy Milk Joyride”, aims to increase excitement around the country's favourite brand over this intensive period, typically one of the highest-selling seasons in the confectionery year.

Participants stand the chance of winning BIG when they choose to join the Cadbury Dairy Milk joyride, putting themselves in line to win one of 45 iPod Touches as well as Cadbury chocolate hampers to satisfy even the sweetest chocoholic tooth - instantly. Over the nine-week promotion period, Cadbury is giving away one iPod Touch and at least one hamper every day!

To enter, consumers need simply dial *120* Cadbury and follow the voice prompts to key in their Cadbury Dairy Milk barcode.

To build further excitement in the sector, the brand is also introducing two limited edition premium variants - Cashew & Coconut, and Caramelised Pecans & Fudge. Back by popular demand, Cashew & Coconut has been brought back with a new look following over 400 consumer calls to Cadbury begging for it to be put back on shelf!

“South Africans have a naturally adventurous palate and have proved over the past couple of years that they really enjoy trying new flavours. The premium range has been enormously popular with our local chocolate lovers and the fact that they take the time to call Cadbury and tell us how much they love new editions and flavours prompts us to continue innovating to bring them even more joy,” says Mike Middleton, Cadbury chocolate marketing director.

Both variants will only be on sale for a limited period, and only for as long as stock lasts.