Cadbury London Olympics Sponsorship


Following successful programmes for Cadbury Schweppes at Sydney 2000, Manchester 2002  and Melbourne 2006, Willett was asked to join the Cadbury negotiating team to secure a sponsorship for London 2012. We then took the brief to activate Cadbury’s Olympic venue brand Presence and internal Volunteer Programmes.

"...I am incredibly proud of what we achieved as a Tier 2 sponsor. There is no doubt that the foundations of our success way back in 2008/9 were built on Willett experience, encouragement, enthusiasm and Aussie guile and without doubt our execution was so fantastic because of what you did for us..."  Norman Brodie, General Manager, Cadbury London 2012


Brief

Brief

To design an Olympics campaign, develop an implementation plan and budget, coordinate internal stakeholder communications and manage execution. The Willett Marketing brief included brand presence and sales programme at the 35 Olympic venues and the Hyde Park Live Site, and the volunteers program for 1200 Kraft Foods global colleagues.

Strategy

Strategy

Harness the love of chocolate and utilise the ability to play with chocolate to link the joy inherent in Cadbury brands with the national Olympic spirit. We worked with key Olympic Village architects to design and integrate our vending outlet plan within Olympic sites, ensuring a natural fit within the sites and extended presence opportunities.

The Execution

The Execution

Willett developed purpose built Treat Stations housing user experience. Activations included a state-of-the-art carving machine designed to carve Olympic themed chocolate blocks. Furthermore, we managed the entire Olympics experience of volunteers from Kraft Foods global sites including accommodation, Olympics work schedule and entertainment, working with 1200 people over 21 days.

Results

Results

London 2012 was Cadbury’s largest and most successful presence programme of any previous Games involvement. Cadbury was able to secure in excess of 300 selling units across the Olympic Programme - more selling units than the Sydney, Manchester and Melbourne Games combined - and massive presence throughout the games experience. The volunteers program was highly successful, resulting in excellent feedback from across Kraft Foods global sites.