Cadburys block book Beyonce show

beyonce_01

Cadbury has signed up US R&B singer Beyonce for a tie-up with its Trident brand backed by a £2.5m marketing campaign.

Under the terms of the deal, Beyonce will put on an exclusive concert at The 02 London for winners of an on-pack competition for Trident.

In order to be in with a chance of winning one of the 13,000 tickets available for the November 15 concert, consumers need to purchase a pack of Trident and fill in the last four digits of the barcode online at http://www.tridentunwrapped.co.uk.

It will be promoted in the UK through an outdoor and print advertising, PR, radio, digital and POS campaign from the end of this month.

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