Cadbury unveils ‘Joynormous’ on-pack promotion

Cadbury will be delivering irrepressible joy to consumers in a unique way this autumn, by offering them the chance to win a personalised surprise based on their favourite interests in a high profile on-pack promotion.

Launching September, the Joynormous promotion will give consumers the chance to win a unique personalised surprise worth up to £10,000.

All consumers will find a code when they unwrap a Joynormous promotional Cadbury bar. To enter, consumers will simply need to visit Cadbury.co.uk or Cadbury.ie and insert their code to redeem an online scratch card game.

Those that discover four gold Cadbury icons in the game will win one of 19,900 surprises to the value of £500 and those who uncover five will win one of the 100 Joynormous £10,000 surprises. All winners will be supplied a quick questionnaire that will help Cadbury create their unique surprise.

The promotion will run across Cadbury Twirl, Cadbury Wispa, Cadbury Double Decker, Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Boost, Cadbury Wispa Gold and Cadbury Starbar – all chocolate singles top selling SKUs.

Joynormous follows huge success of Cadbury’s Unwrap Gold 2013, which drove incremental sales of £9 million, bringing 500,000 new shoppers into the category2, and Unwrap Joy and Win a Banger on-pack promotions, which added 17% in value sales to Cadbury singles in 20143. The Joyormous promotional bars will feature eye-catching packaging for impactful shelf stand-out and disruptive point of sale, and will be supported by a £3m marketing investment including TV, PR, outdoor advertising, digital and experiential activity.

Nuria Antoja, marketing manager for Cadbury countlines at Mondelez International, said: “Mondelēz International has been a great contributor to incremental growth for chocolate singles and we’re eager to push that growth even further with our new promotions. We will inject excitement into the countlines category by giving our consumers the chance to win a Joynormous surprise that is created just for them.”