Cadbury announces Olympics ambassador sponsorship

Confectionery brand Cadbury has named Australian Olympic champions Sally Pearson and Anna Meares as ambassadors in the lead-up to the 2016 Rio Olympics.

The chocolate-maker announced the champion hurdler and track cyclist as ambassadors yesterday as part of its “bring the joy” campaign.

Lauren Fildes, chief of strategic partnerships and events at Mondelēz International (Cadbury’s parent company), said that the sponsorship was a way of expressing the brand’s identity through to the Olympics.

“Sponsorships, really are also there to be relevant at a time a major event is on,” she told Manufacturers’ Monthly.

“And obviously there’s not a better event that happens every four years where the world comes together and celebrates athletes at such a high level.”

B&T reports that the lead-up will also see the brand launch several multi-channel exercises in the lead up to the August 5 – 21 games.