Читать книгу Chocolate Busters: The Easy Way to Kick It! - Jason Vale, Jason Vale - Страница 24

The biggest threat to this ‘get them when they’re young’ policy has been the unprecedented increase in children using mobile phones. Teenagers now spend a whopping £100,000 a day on text messages and, because they only have a certain amount of pocket money, ‘top-up cards’ are often gaining preference over chocolate bars. However, the sinister world of chocolate is not about to let that get in its way and is now joining in the text revolution as a means of helping recruit new customers. Cadbury launched a Text ‘n’ Win campaign, in which children who bought Crunchie, Caramel, Dairy Milk or Fuse bars were invited to text in order to win prizes of up to £5,000. The mobile marketing company Flytxt, who carried out the campaign for Cadbury, were happy to boast: ‘The products became the talk of the playground’ and they were happy to announce that it produced ‘five million participations’.

The chief executive of Cadbury Schweppes, John Sunderland said, ‘It gave sales a big lift at a time when the UK confectionery market was pretty flat.’ In fact, the campaign was so successful that Cadbury followed up with another texting campaign during the Commonwealth games (and there’s me thinking gambling for children was illegal!)