Cadburys block book Beyonce show


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

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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