2012 Cadburys Unwrap Gold


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.