How Cadbury leveraged its investment in Olympic sponsorship

This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK.

How Cadbury leveraged its investment in Olympic sponsorship

Geoffrey PrecourtWarc

For Cadbury, the confectionery brand now part of Mondelez International, involvement with the 2012 London Olympics was an opportunity to develop all parts of its business.

General manager of Cadbury's Olympic sponsorship programme, Norman Brodie, told the 2013 IEG Sponsorship Conference in Chicago that it represented the chance to "grow our business and our capabilities much faster, to a greater height, and become much stronger … than we would have done without it."

More specifically, the brand was looking to the London Games for a three-year effort...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands