Cadbury has unveiled the latest activity in its build-up to the Olympics and is hoping to get Brits singing to inspire our athletes.

The Keep Team GB Pumped campaign launches in late September and will encourage consumers to log on to a dedicated website and use their webcam to record themselves singing motivational ‘power training’ songs.

The push includes an on-pack promotion that will give consumers the chance to win one of 150 £1,000 cash prizes and music-related rewards, such as headphones and downloads, by going online and entering a code found inside packs.

Cadbury is spending £8m supporting Keep Team GB Pumped with TV advertising, sponsorship and digital activity, together with PoS ­material.

September will also bring the wider rollout of the London 2012 chocolate Mascots twin-pack (rsp: 60p) and Bassetts Jelly Mascots (rsp: £1.49), which have been available exclusively in Morrisons and Sainsbury’s respectively since 1 August. In addition, Cadbury is launching a ­hollow chocolate lolly (rsp: £2.13) and a solid chocolate Mascot lolly in a range of designs (rsp: 69p).

The company is also spreading the Olympic message in November with the permanent return of Wispa Gold, which sold 18 million bars during its limited-edition comeback in 2009. It will have new packaging emphasising the word GOLD and referencing Keep Team GB Pumped, and will be supported by a £1.5m marketing spend.

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