FOLLOWING what’s said to have been the success of last year’s Unwrap Gold promotion, Cadbury is launching this year’s version, Unwrap Joy.
Unwrap Gold generated 1m online entries, creating incremental sales of £9m and bringing 400,000 new shoppers into the category according to Kantar. The researcher also found that existing shoppers spent an additional £1.14 each on Cadbury products.
Independent retailers were the main beneficiaries, with an uplift of 25% during the promotion, according to Nielsen.
Unwrap Joy will see 30 winners presented with a chocolate sculpture of whatever it is that brings them joy. There is also what the company calls “a joyful surprise” worth £5000.
One in eight of the promotional packs will win a free chocolate bar, including recent Cadbury launches Freddo Faces, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Lu and Ritz.
A £3m marketing programme will support the promotion.
Matthew Williams, marketing director at Cadbury owner Mondelez International, said: “This is an on-pack mechanic with wide appeal. It’s all about bringing joy to the singles category – for shoppers and retailers alike.
“We’re tapping into consumer trends for personalisation and the desire for once-in-a-lifetime experiences rather than material objects.”