All Australians love to share in the joy of chocolate at Christmas time but Cadbury has even bigger plans to attract fans ahead of the Rio Olympics this year.
With athletes Anna Meares and Sally Pearson officially on board as brand ambassadors, Cadbury is well poised to hit the mark with the confectionery giant a sponsor of the Australian Olympic Team.
As we continue to build up to Rio it will be Meares and Pearson who will promote Cadbury's brand message of celebrating the "joy" of athletes and fans during the Olympics.
In an interview with AdNews, Cadbury shared its passion for engaging with audiences through the power of sponsorship.
Cadbury's head of strategic partnerships and events, Lauren Fildes, has said the brand believes sponsorship is one of the best ways to reach its family audience and in particular mums and kids.
"To make it truly work, sponsorship needs to be a 360 tick-off that consumers will not only remember, but will remember for the right reasons," said Fildes.
The multinational confectionery company previously announced it was the official "chocolate, biscuits and spreads partner of the Australian Olympic team" competing in Rio with brand names including Cadbury, Oreo and Vegemite all receiving global exposure through the world's greatest sporting event.
"Sally and Anna embody the spirit and values of Cadbury and we are delighted to partner with them during our campaign.
"We take great pride in supporting Australia's Olympic athletes and we want to celebrate their abilities and achievements," said Fildes.
Gold medal Olympic champion hurdler Sally Pearson said: "From an athlete's perspective, training for the Olympic Games requires focus, complete dedication and a gruelling training schedule. Once I've competed, I like to relax and allow myself a treat - and nothing does that quite like Cadbury chocolate. I have been a fan of Cadbury for years and I'm delighted to partner with them for Rio 2016."
Double Olympic champion track cyclist Anna Meares agreed Cadbury "holds such a special place in the hearts of Australians."
"I share Cadbury's belief in bringing joy to the nation and I'll be doing my best to embody this in the lead-up to, and during, the games," she said.
Are you considering sponsorship to grow your business or event this year? Register at www.eventsponsors.com.au and check out our full range of sponsorship services.
