The promotion, which began on 1 May and runs to 31 August 2008, invites chocolate lovers to ‘unlock the riches of a glass and a half' by entering an SMS-based competition and standing in line to win their share of R500,000 cash.
The promotion will be carried on specially marked packs of both the 100g and 200g slabs of the brand's Dairy Milk, Top Deck, Whole Nut, Fruit and Nut and Mint Crisp. Consumers need simply SMS the unique code inside their wrapper to the number provided on-pack, to see if their code opens the vault and unlocks the riches, placing them in line to win a share of R500,000 in cash, plus a treasure trove of Cadbury chocolate hampers over an 18-week period.
“With this promotion, we are not only reminding consumers of how precious and rewarding chocolate made with a glass and a half of milk can be, we're also bringing the highest value prize in the brand's history to the nation,” says Geoff Whyte, Cadbury Group Marketing Director.
The promotion will be strongly supported through both above-the-line and below-the-line activities, including a new animated television commercial, radio promos, weekly winner announcements in the Sunday press and attention-grabbing point-of-sale display units. It will also be driven through the brand's website http://www.cadbury.co.za.
