Further to Cadbury's "Pump up Great Britain" activation, the brand also seeks to get England playing ahead of the 2012 Olympics.
The "Spots vs. Stripes" campaign is designed to boost Britain's community spirit, get people to respect one another and to bringing a feel-good "spirit of play" to the nation ahead of the games.
The idea is fairly simple: get people to join one of two teams (er...Spots or Stripes) - and then encourage them to compete in any game they want ranging from golf to tiddlywinks, building up to national totals online for each side.
The integrated effort comes with a 50 million GBP price tag and includes (most notably):
Television:
A Limited edition Challenge Bar (as well as Limited Edition Wenlock and Mandeville Bars)
Separate facebook pages for both the Spots and the Stripes - in case you're interested, the Spots have circa 40 000 more fans than the Stripes.
I like this initiative and think it's feel-good social message will go down well with consumers. Moreover, it seems to be resonating far more powerfully with consumers than the "Pump up Great Britain" piece alluded to in an earlier blog. However, how will it play out (NPI!) on a national scale? The implementation plan must be keeping the brand team awake at night!
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