Mondelez World Travel Retail (WTR) is leveraging its Cadbury Premier League partnership through the global launch of a travel retail exclusive Cadbury Premier League Ball 290g.

The three-year partnership with the Premier League was announced in January 2017. The digital activation which was rolled out at Stansted in June and October featured an interactive floor-projecting football game.

Now available in-store, the new Cadbury Premier League Ball 290g is complemented by multiple digital activations across several airports. According to the company, these activities provide another platform for Cadbury to engage travellers through the excitement of the Premier League and the potential to convert football fans which are unfamiliar with the brand into Cadbury lovers.

The travel retail exclusive Cadbury Premier League Ball 290g hit shelves last month. The ball contains 27 individually-wrapped miniatures and offers a mix of Cadbury flavours.

These include creamy Dairy Milk, gooey Caramel and crunchy whole nut. Mondelez says the design of the purple and white football attracts football and chocolate lovers of all ages.

Digital domination

Following last year’s floor-projecting football game, Mondelez WTR has implemented a fresh football-oriented activation which invites players to ‘kick and score’ against a virtual goalie.

After purchasing a Cadbury product, players can test their skills, score goals and be rewarded with special edition Cadbury Premier League gifts. This virtual reality game has been rolled out across several airports, including London Heathrow, Stansted, Luton, Singapore Changi and Sydney.

The activation will also be available in Dublin from August through September and will revisit Stansted and Heathrow later this year.

Irina Tarabanko, Mondelez WTR, Category Marketing Manager commented: “Cadbury’s partnership with the Premier League has resulted in some of Mondelez World Travel Retail’s most exciting digital activations, including the biggest in-store theatre in the history of the brand with last year’s floor-projecting game at London Stansted. These kinds of activations really show the power of a partnership — when globally recognised brands join forces, amazing things can happen.”

Tarabanko continued: “We’re dedicated to growing the category through fun, innovative products and engagements.  The new ‘kick and score’ digital concept and the Cadbury Premier League Ball are yet another example of Mondelez World Travel Retail delivering on its Delighting Travellers category vision.”