CADBURY'S VIKING SAGA CONTINUES
By Adnews Staff
Cadbury Chocolate Canada Inc. is picking up where it left off last year with an integrated marketing campaign for the Wunderbar brand featuring the wandering Viking brought back in 1999 after a twenty-year absence. A four-week campaign will begin August 14 in support of a contest called the Quest for the Viking Chest. Entrants must use clues from Wunderbar wrappers to guess the location of one of seven treasure chests nominally hidden under well-known Canadian landmarks. The grand prize is a Nordic cruise for two, while the secondary prize is a chest filled with gold and Wunderbars. A 30-second television spot, running nationally in French and English, will promote the contest. Created by Leo Burnett of Toronto, the ad depicts the Viking wandering through forests and over hills in search of the Wunderbar taste, intercut with flashbacks to the original Wunderbar Viking ads of the 1970s. The ad concludes with the Viking reaching a modern city street, seeing a Quest for the Viking Chest billboard, and exclaiming "Wunderbar!" Flash media advertising, point of sale materials and special packaging will also be part of the campaign. "Our research shows that the Wunderbar Viking enjoys and 85% brand icon recall from Canadian consumers," said Cadbury Chocolate Canada senior brand manager Louise Benson. "This campaign is an exciting way to build up the Viking's existing brand recognition."