Cadburys

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As Official Treat Provider to the 2012 Olympic and Paralympic Games, Cadbury wanted to promote awareness of their involvement and leverage the sponsorship investment. The result was the biggest on-pack Cadbury promotion ever. Consumers had to Unwrap Gold to win tickets to the Olympics Opening Ceremony or individual events, with daily runner-up prizes. We seeded winning bars in every UK postal district and Irish county and as the countdown began, all round Britain winners of the most sought-after prize of the year emerged, each showcased locally with an exciting story of what it felt like to unwrap gold.

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