Magazine article Marketing

Cadbury to Scrap Get Active Tokens

Magazine article Marketing

Cadbury to Scrap Get Active Tokens

Article excerpt

Cadbury is to overhaul its Get Active cause related marketing programme, dropping the controversial token-collection element, which was vilified in the national media at its launch earlier this year.

The confectionery firm has vowed to extend other aspects of Get Active next year, which aims to encourage more children to take part in sports.

Cadbury-Schweppes managing director for Europe, Middle East and Africa Andrew Cosslett announced the changes in a statement, following his appearance at the Health Select Committee Inquiry on Obesity last week. He said: 'We recognise that the token collection scheme distracted from a great activity programme, which had the support of four out of five parents. So we are reviewing the plans for next year, but will carry on with our commitment to the activity, which remains a crucially important issue in the prevention of obesity.'

A spokeswoman for Cadbury-Schweppes explained that the Get Active scheme would still be linked to Cadbury products, but declined to give details. …

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