Cadbury and London 2012 - the power of Limited Edition packs

OK.  I am really starting to like Cadbury's activation of their London 2012 partnership.
I have written previously of the brand's "Keep Team GB Pumped" campaign and really admire not only the amount of resource the company is putting into the activation but the lengths they are going to to drive and amplify the association.
A recent footnote to the so-called "anthem" activation is a crowd-sourced rendition of "Eye of the Tiger" - recorded in a number of studios around the country and then shared with the athletes who the brand is sponsoring.  Here's a look at it:



But the most recent chapter belongs to the limited edition pack, particularly a Cadburys Dairy Milk Bar which contains a blank post card upon which the fan can send a personalised greeting to team GB.  Here's a look at what I found on the brand's Google Plus page this morning:

Another wave of limited edition packs features sample packs of Cadbury's top 10 chocolate bars:

There is huge power in limited edition packs and admittedly, confectionary companies are past masters at it - (consider what they get up to just at Easter time).  They tend to gain huge standout not just on the primary shelf but on secondary display too.  Consider the power of how the six pack shrink wrap design for Carling helped amplify and drive entries for the Carling Cup.  One imagines there are a lot more opportunites waiting to be exploited.