Helping take London 2012 to the whole country
Our agreement relates only to the UK. We will be working with the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) and the Government to ensure that the London 2012 Games engage with and touch people wherever Cadbury operates in the UK. Cadbury’s home is in Birmingham and the West Midlands and we will seek to play our part in the Games activities here, as well as wherever we have sites around the UK.
The London 2012 Paralympic Games
In Beijing, Paralympians of all nations inspired the world. They changed perceptions and inspired young athletes with disabilities to see new horizons and achieve new possibilities. The Paralympic movement started in the UK at Stoke Mandeville Hospital in the 1950’s and so in 2012, the Paralympic Games can truly say that they are “coming home”. The Paralympic values of courage, determination, inspiration and equality, are true to the values that have underpinned our business and our colleagues for nearly 200 years and we intend to focus a significant effort on supporting Paralympic athletes.
What does Cadbury’s support for London 2012 mean in business terms?
The deal to become a Tier Two Supporter, agreed in the autumn of 2008, makes Cadbury the Official Confectionery and Packaged Ice Cream Supporter for London 2012, and gives Cadbury the rights to use the London 2012 marks on our packaging as well as marketing rights with Team GB and ParalympicsGB in the UK only. Outside the UK any rights are subject to local agreement with National Olympic Committees, sporting federations etc. At Games time, Cadbury will have exclusive right to supply all confectionery and packaged ice cream sold within the Olympic Park and at other Olympic and Paralympic venues. In spring 2009, we also announced that our Trident chewing gum brand would become a Tier Three Supplier for London 2012.
Some have suggested that a confectionery company is an inappropriate supporter of the London 2012 Games
Confectionery and ice cream are long established categories for support at all Olympic and Paralympic Games, along with a wide range of other consumer products. We believe that it is right that an iconic British company is supporting the London 2012 Games when they are being held in this country.
Our products are treats to be enjoyed appropriately as part of a balanced diet and an active and healthy lifestyle. We do not, and will not, market our products to young children.
Cadbury has a strict global marketing code which means we do not market to young children and indeed in the UK, we have not advertised during any children’s programming for many years.
We will not use our association with London 2012 to promote offers encouraging the multiple purchase of confectionery (i.e. collecting tokens etc).
All our products have clear nutritional information to help consumers make informed choices and a “Be Treatwise” responsible consumption message on the front of pack. In addition Cadbury is a full member of Business 4 Life which works with the UK Government’s “Change for Life” campaign.