How Cadbury leveraged its investment in Olympic sponsorship

Geoffrey Precourt

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 that would leave a "lasting legacy" for its key stakeholders:

  • Consumers: Bring Cadbury to life with core and younger consumers
  • Customers: Encourage retailers to reappraise the relevance and potential of confectionery and Cadbury to their business
  • Community: Re-energize its community program, leaving a physical and social legacy
  • Colleagues: Develop, hire, and reward its people