Cadbury ties up with Beyonce for exclusive concert

by James Quilter, Promotions & Incentives 15-Apr-09, 10:01

LONDON - Cadbury's Trident is launching a £2.5m on-pack promotion offering tickets to an exclusive Beyonce gig at the O2.

To win one of 13,000 tickets to the concert consumers need to purchase a packet of Trident and enter the last four digits of its barcode online. The concert is due to take place in November and is exclusive to Cadbury.

Support for the promotion will include outdoor, press, digital advertising as well as in-store point of sale. Ads will feature Beyonce as well as a call to action explaining how to enter the prize draw.

The campaign will use existing packs of Trident rather than specially produced promotional versions.

Beyonce is currently appearing in an ad for Nintendo DSi music game Rhythm Heaven. She also appeared in an ad for L’Oreal where the cosmetics brand was accused of making the singers skin whiter for the commecial.

The Beyonce campaign follows Cadbury's decision last month to extend its 2012 Olympics sponsorship to include Trident, given the company a monopoly on all confectionary sold at official Olympic outlets.