With the Sochi Winter Olympics just around the corner, snack food giant Mondelēz Canada this week announced a tasty four-year deal to become an official supporter of the Canadian Olympic Committee.
According to Aditi Burman, senior consumer promotions manager at Mondelēz, the COC is the company’s biggest sponsorship yet and will affect all of its brands – including Cadbury, Dentyne, Oreo and Ritz – across a range of platforms.
“This is an amazing opportunity for us as it’s all about celebration, and that’s what we as a brand are about – bringing joy. So it’s the perfect partnership. We really rallied the troops for this one” Burman said, adding that the campaign was only decided upon in June.
Entitled “Pride & Joy” and launching in January, the campaign will include Canadian-flag branding of all its major snack foods, an interactive app with thousands of prizes to give away and a broadcast deal with CBC/Radio-Canada during the Games.
This will see two animated characters called Pride and Joy bouncing onto screens across the nation before and after every medal ceremony.
For those with an appetite for the sporting event itself, most useful will be the real time app that will provide updates with Canadians’ successes from the ground. Every time a Canadian wins, said Burman, prizes will be won somewhere in Canada – from mitts to a grand prize trip to the Men’s Gold Medal Hockey final.
The app will be available as of Jan. 1, 2014 for download at iTunes, Google Play and at PrideAndJoy2014.ca. Mondelēz will donate $1 per download to the Canadian Olympic Foundation up to a value of $50,000.
For those with just an appetite, the firm will be releasing limited edition ‘Pride & Joy’ packages including Oreo, Ritz Crackers, mini Chips Ahoy! and Maple Leaf cookies.
Consumers will start noticing new packaging in stores towards the end of the year.
